Ola Magnum’s launch of two new variants – Magnum Pink Pomegranate and Magnum Black Espresso – created a South African first with a Twitter auction that used Tweets as actual currency. Primedia Unlimited’s TLC’s Glamcam was part of the below-the-line campaign to generate awareness around the auction.
Magnum Pink and Magnum Black – different Magnums for different moments – is centred on exploring different sides of our personality depending on what mood we are in. While Magnum Pink aims to bring out our playful side, Magnum Black is designed for the more sophisticated side.
The campaign encouraged registration on Twitter, urging consumers to follow @MagnumSA and to use dedicated hashtags to tweet the item names that they wanted to win. Those who took part had to tweet as many times as possible in 15 minutes.
The media launch took place towards the end of last year in Cape Town and was followed by in-mall awareness installations at Canal Walk, Gateway and Sandton City. The Twitter event and the physical auction also took place at Sandton City, where the live Twitter feed was broadcast to consumers.
The campaign, which coincides with Magnum’s 2013/2014 brand plans, was also promoted on national radio stations and digital platforms.
“Glamcam captured photos of the auction and ensured brand activation through sharing Magnum moments; whilst its set created a fun vibe at the events with spectacular backdrops and awesome photos,” says Primedia Unlimited’s Group MD, Brett Tucker.
“Glamcam is very excited to be part of this South African first. The campaign saw a significant uptake of the brand and product as well as vast social media activity on Facebook and Twitter,” he adds.