If you haven’t seen the latest viral sensation that’s storming the Internet then fear not, the And Productions Blog is here to bring you up to speed. This week’s biggest viral buzz comes in the form of the very clever Magnum Pleasure Hunt campaign.

This very in-depth flash based interactive game allows you to control the ‘Magnum Woman’ (we are of course talking ice cream here) as she hunts the internet seeking pleasures and collecting bonbons. The aim of the game is to collect as many bonbons as you can in the best time possible, and to keep the game interesting for multiple-play there are lots of hidden jumps and tricks that can be discovered. The playability is great, with lots of little quirks thrown in as our character moves through an internet of pleasures. From the character running through a YouTube video, to driving a Saab out of their website graphic, there are nonstop surprises as you move through the game play. What really makes this campaign stand out however is the great use of brand integration, the way the film content is brought to life via the flash platform, and its viral capacity.

brand integration

As our character moves through the internet on the search for bonbons, we are taken through a variety of ‘websites’ of leading luxury brands. Everyone from Dove, to Saab to Samsung to Spotify is represented in this viral. These are of course mock-ups of each brands websites that are integrated into the flash design, but the concept itself is fantastic, the idea being that the internet is full of pleasures to be sought out. The detail of the design of each of the brands platforms is incredible, with embedded video content, complex graphics and full brand identity, making this one of the best multi-brand campaigns we have come across.

design and video integration

What makes the game so visually stunning is the way that film elements are used. The main character is real, and would have been filmed on green screen before being integrated into the flash game, and there are character interactions and close up’s of her as she reaches different elements in the game. The marrying of these elements ensures that you feel as if you are floating through the internet, where you would find video content, as opposed to being in a flash game, and helps to give the whole campaign a highly polished feel.

viral and social media integration

Of course the sheer wow factor and playability of this game make its viral potential great, it’s something you would want to pass on to your friends. Upon completion you have the option to post your results directly to Twitter or Facebook, meaning there is a good basic level of social media integration. However when you visit the Magnum Facebook page the ‘Pleasure Hunt’ campaign is a few tabs down rather than the first thing you see, which is surprising when you think about how much time and money it would have taken to create. You can however challenge your friends to beat you on Facebook, meaning that the viral potential is undoubtedly there, and with the buzz we have seen on Twitter over the last week it’s safe to say that this campaign is already a huge hit.

What makes this campaign stand out for us is the way that each of the individual elements is so perfectly executed. The film integration is really well done, the creative is very well thought out, and the brand partnerships make it a real groundbreaker. It’s a great example of how an integrated digital campaign that marries all of these elements will stand far above something that stands alone.

And Productions has partnered with a range of other digital creative’s to help marry film and other creative strands to create multi-tiered campaigns. Drop us a line if you want to find out more.

See the campaign here