The Pleasure Auction
Magnum The Pleasure Auction
Magnum was set to launch their latest and most decadent flavor yet – the Double Gold Caramel Billionaire.
To launch this new product in Singapore, we decided to bring an elevated, billionaire-esque experience to the masses. Introducing the Magnum Pleasure Auction, a first-of-its-kind, high-end mobile-based live auction experience.
Using Magnum Gold Coins – our in-game currency – players bid against each other in real time for over 2,000 custom-designed, limited-edition Magnum inspired swag. Designed by local artists, the items ranged from digital wallpapers to totes, fashion accessories, cosmetics, Meta Quest headsets, and more. Players participated in game missions, social challenges, friend referrals, and purchased ice creams with proof of receipt in order to earn coins with which to bid, and win!
Impact
In just 2-weeks, the Magnum Pleasure Auction drew the attention of 121,000 visitors with 6.5 minutes average play time and 500,000 brand interactions. Players spent a total of 2.5 billion coins in our in-game auction and winners shared their exclusive prize wins on social. Overall, our billionaire inspired product launch generated 17.4 million in total reach and 1.65 million in earned media, setting a new gold standard for Magnum in Singapore.