BRONZE: Magnum, a Unilever Brand
Submitted By: PHD, Shanghai
Campaign Title: Special Treatment 2010
Magnum owned a strong property in “Special Treatment,” a simple SNS game in which consumers treat other players to win Magnum vouchers.
To better leverage fresh insights into Magnum consumers and their social media behaviors, “Special Treatment” was revamped in 2010. Its two core campaign goals included: awareness of Magnum and activating consumer engagement.
Through social media, a virtual experience became real by making it a part of a conversation between friends. Giving to and receiving from friends becomes an indulgent experience, synonymous with the Magnum brand values. This also linked to sales as purchasing the product enhanced aspects of the game-play. Entering a code on the stick gave contestants extra chances to gift friends and more opportunities to play the mini-game with lucky draw for the grand prize.
This new strategy led Magnum “Special Treatment 2010” to become the biggest-ever branded social game on Kaixin001, China’s foremost white collar Social Networking Site — with 6.6 million users in 4 months.