Profile: Jeremy Gilley

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Unilever launches first Magnum branded mobile game

Unilever is taking its Magnum branded ‘Pleasure Hunt’ gaming franchise to mobile devices for the first time as the FMCG business looks to expand its range of interactive content.

MagnumPrincess-Campaign-2013

The latest edition to Magnum’s gaming franchise will promote its Five Kisses range inspired by French patisserie.

The latest version of ice-cream brand’s gaming series launches today (16 April) to promote its limited edition ‘Five Kisses’ range inspired by the French patisserie. Players control brand ambassador Pleasure Seeker Princess as they navigate their way through five levels to rescue the Prince who has been kidnapped by the Bad Girls.

It features an in-game Twitter service for sourcing tips as well as incorporating makeup brand Make Up Forever through branded collectibles.

Unilever is making the game playable on mobile devices and letting users choose what order they complete the levels for the first time to encourage what it calls more “snack-like” gaming that does not require “vast amounts of time to complete”. The FMCG business is hoping the approach can emulate the success of the previous Pleasure Hunt game that attracted 23 million players who spent an average of three minutes each on the game when it first launched in April.

To support the digital push, Magnum is also unveiling an interactive music-based Moodometer game for its new Pink and Black variants. The company says the range “reflects the different sides of our personalities” and uses a webcam to match a user’s movements to the music and visuals displayed on the screen.

The Lowe Brindfors created game are part of a wider push from Unilever to ramp up its digital marketing this year after it increased spend on the channel by nearly 40 per cent last year. The increased spend illustrates the company’s growing investment in ecommerce, which has seen it sell Lynx through Facebook and strike a deal with Amazon to launch branded stores on the online marketplace.

Are you interested in hearing more about Unilever’s approach to developing global brands? The FMCG giant’s vice president for brand building Jon Goldstone will be speaking about it at this year’s Marketing Week Live. Click here to find out more details.

Readers' comments (1)

  • I'd always perceived Magnum as a reasonably gender neutral brand, unlike say Skinny Cow.

    But they clearly are putting all their money on the female market.

    Unsuitable or offensive? Report this comment

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