Magnum mobile app lets fans create and share custom ice-creams
A new mobile app for Magnum ice cream has been launched, giving fans the ability to create and share their own custom ice creams with friends in return for rewards.
Devised by Karmarama Make My Magnum launched today at the pop up Magnum Pleasure Store in Selfridges, London, part of moves to drive social engagement, loyalty and awareness during the key summer months.
Mobile users can coat their chosen ice creams with a variety of toppings before sharing them on Facebook, with prizes on offer for the best including a year’s supply of Magnum and a £250 Selfridges gift card.
Camilla Scognamiglio, Magnum global digital & social media brand development said, “Karmarama have found a very clever way to drive engagement and social conversations around the Pleasure Store by tapping into the specific retailer dynamic and consumer behaviour at our pop-up point of sale. The result is a powerful and smooth mobile experience that consumers love and that we have rolled out across 8 markets globally.”
Lawrence Weber, head of digital at Karmarama added, “To be invited to build on Magnum’s global success story of their Pleasure Stores with digital innovation is a huge privilege for us. By providing a more creatively social experience for consumers, we're driving additional footfall and harnessing the natural conversations already happening around the experience and the brand.”
The Make My Magnum experience forms part of Selfridges 25th birthday ‘Meet the Makers’ campaign.