REGGIE Winner (2023): Unilever (Singapore) Magnum & Jack Morton - "The Magnum Pleasure Auction"
Magnum's Digital Luxury Auction propelled them to become Singapore's top ice cream brand, achieving remarkable reach and engagement for their new flavor.
With over 500,000 brand interactions and exceeding industry engagement standards of 2.5 minutes per online session by 260%, Magnum has become the number 1 ice cream in Singapore with the Magnum Pleasure Auction!
To launch the new Magnum Double Gold Caramel Billionaire flavor, Magnum created the Magnum Pleasure Auction—a 2-week, live, 24/7, luxury auction mobile game where players could complete in-game missions, take on social challenges, engage with our campaign influencers, and even purchase ice cream to earn Magnum Gold Coins.
Key Takeaways:
Innovative Digital Engagement: Magnum employed a unique digital auction game, "The Magnum Pleasure Auction," to engage consumers, offering them a billionaire-like experience and driving extensive audience reach and interaction.
Incentivized Participation: The campaign's "earn, bid, and win" mechanics, along with an in-game currency system, incentivized repeated consumer participation and encouraged competition, effectively breaking through digital noise.
Market Leadership Achievement: The campaign's success catapulted Magnum to become Singapore's top ice cream brand, with significant market share gains and social engagement exceeding previous campaigns by 400 percent.
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