The Biggest Party On The Internet

Objective

To celebrate Magnum's 25th anniversary, the brand created a viral multiplayer online game designed to engage global audiences and generate social sharing. The campaign aimed to create a memorable brand experience tied to the anniversary milestone while leveraging gamification for mass participation.

Solution

Players participated in a multiplayer snake-style game where they controlled a character collecting gold balloons across the internet. Each balloon collected added another player to the line, creating a growing conga line of followers—mirroring the classic Snake mobile game mechanic. The game supported both single-player and multiplayer modes with shareable results. Players accessed the game at pleasurehunt4.mymagnum.com, with the campaign rolled out in April 2014. The game was developed by Lowe Brindfors in Stockholm in collaboration with Plan8 and Feels Like.