Pleasure Hunt 4: The Biggest Party On The Internet
- Brand
- Magnum
- Year
- 2014
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Plan8
- With
- Feels Like
- With
- Lowe Brindfors
Objective
The campaign marked Magnum's 25th anniversary, and Unilever built its biggest-ever marketing push behind the brand around it — TV, out-of-home, PR and a gold-trimmed pack redesign under the line "Celebrating 25 years of pleasure." The fourth Pleasure Hunt game gave that anniversary a digital centerpiece: a reason for a global audience to show up to the brand's party online.
Solution
The game runs on its own site, pleasurehunt4.mymagnum.com, and drops the player straight into a Snake-style chase across a run of screens. You steer your character forward to scoop up golden balls scattered around each page, and every ball you grab tacks another guest onto the line trailing behind you, so the party literally grows longer with every pickup. A level ends when a special door appears; reach it and you're through to the next screen. You can run the hunt solo or join other players in the multiplayer mode — new to this instalment — and once you're done, the final score is built to be shared straight to social.
- 1
The player opens pleasurehunt4.mymagnum.com, the fourth entry in the Magnum Pleasure Hunt series, framed as "the biggest party on the internet" for the brand's 25th anniversary.
- 2
Before starting, the player chooses to play solo or in multiplayer alongside other participants, the series' first appearance of a multiplayer mode.
- 3
The core loop is a Snake-style chase: the player steers a character across screens styled as pages from different websites, so the action reads as moving "across the internet" rather than inside a bounded arena.
- 4
The player steers the character to collect gold orbs scattered across each page, and every orb collected adds another guest to a trailing conga line behind the leader, extending it the way a tail grows in Snake.
- 5
After a while a special door appears on screen, and the player must steer the growing line of guests through it to advance to the next level.
- 6
On finishing, the player receives a result they can share on social media.
