July 28, 2008
Brand: Magnum / Magnum Double )Electric Agency)
Agency: Electric Agency / Turkey
Duration: 14.05.2008 – 26.06.2008
GOAL:
- To create the first everdone digital campaign on behalf of one of the leading brands within the ice-cream sector, Magnum Double.
- To make use of experiential marketing with the digital world.
- To retain the consumers’ interest and excitement throughout the campaign with the promise of special prizes, even though the prizes were not awarded until the end of the campaign.
SOLUTION: This campaign differed from traditional campaigns by introducing the use of Digital 360, the integration of mobile, web and sound, combined with an experiential marketing strategy.
For the consumer the Magnum Double experience started by texting the unique code they found on the Magnum ice-cream sticks or entering the code on the campaign website www.magnumdouble.com. The participants were then called back by an IVR )Interactive Voice Response) and a sound recording, telling them all about that week’s prizes and giving them the chance to win personalized digital mobile gifts.
Used Mobile Tools: SMS, WAP-push, personalized wallpapers, wap banners, IVR
RESULT: As a first in the digital world, the combining of experiential marketing with the integration of a mobile-web-IVR structure, resulted in a very successful campaign.
