Magnum GOLD - As good as Gold

Objective

Magnum ice cream positioned its GOLD variant as a premium product through an integrated entertainment campaign starring actor Benicio Del Toro. The heist-themed campaign leveraged celebrity and cinematic storytelling to create buzz around a new product line and drive retail engagement through branded entertainment and in-store promotions.

Solution

The campaign featured a personalized, interactive Hollywood-style heist movie experience where players starred as a criminal mastermind alongside Benicio Del Toro in a narrative-driven adventure with plot twists. Users created their own 'golden movie moment' by participating in the branching storyline. The experience was supported by a professionally directed trailer (by Bryan Singer, director of X-Men) that established the heist narrative. In-store promotion included limited-edition branded gold coins and a grand prize of five 100-gram gold bars valued at R200,000.

Results

No published audience metrics, engagement numbers, or sales impact data found.