Consumer engagement is a phrase that is getting a lot of attention at the moment. Obviously there is no better mechanic for engaging consumers than experiential marketing but recently, digital has been throwing its weight behind the idea.
The Magnum Pleasure Hunt has a good go at engaging web users, while utilising brand integration at the same time. To promote their ever-popular Magnum ice cream, Unilever have developed a digital advergame featuring a female character on a journey across the internet. As the woman runs through a series of branded luxury and pleasure-themed portals, the player generate points by collecting chocolate bonbons. At the end of the journey, the final score is displayed and players can challenge friends to beat their scores through email or social networking sites.
It has become a Hotcow hit because it is creative, fun and genuinely engaging – an area that many previous digital efforts have fallen short in.
Have a go and let us know your scores!