Magnum Inspires Spontaneous Moments of Pleasure with Troye Sivan and Olly Alexander

Magnum® - the world’s authority on pleasure - has launched the second year of the Pleasure Pass campaign to celebrate its new ice cream innovations - Euphoria and Chill.

The iconic ice cream brand granted free spontaneous moments of pleasure through last-minute ticket giveaways to encourage consumers to go ‘Wherever Pleasure Takes You’. Based on the two moods of the new ice cream flavours, pleasure seekers can opt for either euphoric or chilled events across the UK.

To launch Pick Your Pleasure Pass, global brand Mbassador and streaming sensation Troye Sivan kicked off the campaign earlier this summer, by offering fans the chance to win tickets to UK dates of his Something To Give Each Other tour.

Creative Out of Home (OOH) guerrilla marketing-style ‘fly posters’ appeared in proximity to Sivan’s tour venues in London and Manchester. To amplify the announcement among Troye’s socially native audience, Magnum® and the Secret Media Network brought four superfans together for a ‘Troye Trivia’ battle to win an exclusive meet & greet opportunity at the Honey singer’s London show. The content went viral with Sivan reposting the clips to encourage Pleasure Pass sign ups.

To continue to spread the pursuit of impromptu pleasure, Magnum® also hosted a ‘spontaneous’ gig in the heart of Shoreditch, London, with UK talent partner Olly Alexander. The Dizzy star performed a set that explored the moods, from Chill to erupting into pure Euphoria - wowing a crowd of over 300 guests, including top tier media, celebrities, influencers, superfans and key opinion leaders.

Through a bespoke ‘Pleasure Pass’ branded platform, designed in partnership with Fever and promoted across the Secret Media Network, consumers can gain access to summer events such as Bubble Planet, Dopamine Land, Moulin Rouge, ABBA Voyage, and Candlelight Concert sessions including Taylor Swift and Coldplay. The unique microsite directs fans to take part in a short quiz to determine what mood best suits their vibe to be in with a chance to access available events in their city every week until August 31st, 2024, in partnership with entertainment and event creators.

The 360 campaign is brought to life Golin London, Mindshare and Hot Pickle, across earned, social OOH and experiential, following research that revealed 62% of Brits missed out on exciting experiences due to hesitancy.

Daniel Lythgo, brand manager at Magnum® said, “At Magnum, we believe that pleasure should be accessible for everyone, and the success of Pleasure Pass is anchored on the impactful collaborations with our various partners who all held the same ethos. We were thrilled to bring the campaign to fruition through authentic partnerships with Fever, Troye Sivan and Olly Alexander to create incredible one-of-a-kind and immersive experiences for consumers nationwide.”

The new Magnum® magical flavour combinations Magnum® Euphoria Pink Lemonade and Magnum® Chill Blueberry Cookie are designed to immerse you in a new world of experiences, capturing your imagination and transporting you through an uplifting journey of pleasure, wherever it takes you.

For information about the Magnum® Pleasure Pass, visit here.