Unilever backs £6.5m Magnum campaign with online promotion

by Emma Rigby, Revolution UK 07-Jul-05, 08:30

LONDON - Unilever-owned ice cream brand Wall's is supporting its £6.5m Magnum 'five senses' campaign with an online promotion.

A new site asks users to enter the barcode found on each Magnum 5 Senses wrapper or take-home pack. They can then find out more about each of the new flavours.

Every two weeks, a new sense is added with different prizes on offer. They include the chance to win one of five "sensory journeys" to different destinations and a grand prize of £50,000. Users also have the chance to win instant prizes.

Oliver Rudgard, Magnum brand manager, said: "So far, the online environment has played an essential role in creating a fun, yet highly effective platform for reaching and interacting with our target audience of 18- to 34-year-olds. We look forward to analysing the results."

The online campaign was developed by agency MRM Partners.

Unilever also celebrated the 50th anniversary of Captain Birds Eye's Fish Fingers -- rebranded to Wish Fingers -- through a microsite, which launched in June.

The site tells the story of the fishmeal and gives away 50 wishes -- including active family holidays to the ultimate birthday party -- to be won by parents for their kids.

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