Magnum Pleasure Hunt 2
Open the game- Brand
- Magnum
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Adventure
- Platform
- Web
- Agency
- Plan8
- With
- Feels Like
- With
- Lowe Brindfors
Objective
Magnum launched a global digital campaign across 26 markets to promote its new Magnum Infinity ice cream product, positioning the brand as a symbol of luxury pleasure and indulgent lifestyle experiences. The campaign aimed to reach young, affluent audiences in major cities worldwide through an interactive, shareable gaming experience.
Solution
Magnum Pleasure Hunt 2 was a browser-based adventure game integrating Bing Maps Street View, featuring a pleasure-seeking character exploring iconic cities—running through New York, flying across Paris, surfing in Rio, and visiting other global hotspots. The game was built with over 6,500 real location photographs shot by a dedicated photographer worldwide, creating authentic, street-level exploration. Launched on April 3, 2012 at pleasurehunt2.mymagnum.com across 26 markets with luxury brand partnerships (Bvlgari, Quiksilver, KLM, Hotel Fasano) integrated into gameplay locations. The campaign leveraged earned, owned, and paid digital channels for distribution.
Results
Over one million players engaged with the game within the first month, spending an average of more than three minutes per session. The campaign generated 15 million impressions across Twitter, Facebook shares, and blog coverage.
