During my contract at Unilever, I was Digital Lead for Magnum's "Pleasure Pass" campaign, a brand activation aimed at building brand equity and driving market penetration. It was an exciting, golden-ticket-style campaign offering 1,500 lucky winners the chance to attend exclusive events across the UK, from live music and comedy shows to food festivals and cinema screenings. The goal was to get new Sunlover and Starchaser ice creams directly in customers' hands while creating an engaging experience.
Our primary digital mechanic was a "Spin-and-Win" digital competition hosted on a dedicated "Pleasure Pass Hub" within the Magnum website. Participants entered their details, spun the wheel, and could win a Pleasure Pass, a coupon for a free ice cream redeemable at supermarkets and convenience retailers, or an entry into a weekly ticket draw. Our CRM lead and I established a partnership with MarTech company, Cheetah, to develop and build a fair, GDPR-compliant competition structure while coordinating with a secure SMS partner to distribute barcoded coupons for in-store redemption.
We embraced a robust omnichannel approach, leveraging paid media across CTV, paid social, digital out-of-home (DOOH), and radio. A strategic partnership with Bauer’s Kiss radio amplified campaign excitement, integrating the Pleasure Pass into broader prize packages and fostering greater audience engagement. Offline, we supported activations with QR code-linked flyers, creating a seamless link between in-person and digital experiences.
The "Pleasure Pass" concept originated from our PR, experiential, and media teams. I oversaw the digital build and execution of the Pleasure Pass Hub site, coordinating across multiple specialist teams within our Digital, Media, and dCommerce (DMC) department. Our talented designers led the development of both digital and physical Pleasure Pass artwork, ensuring cohesive brand visuals. We also collaborated with influencers and leveraged UGC from event attendees, amplifying reach and engagement.
For this unique campaign, our CRM lead had to redefine our email strategy, adapting from a standard cadence to a campaign-specific approach to drive opt-ins—our primary KPI. Email communications advertised the campaign, confirmed entries, notified winners, and maintained campaign momentum. Our media and social specialists coordinated closely with the brand manager to ensure seamless social media communication and thoroughly briefed the call centre team, establishing protocols for product or competition inquiries and directing event-specific questions to event promoters.
The campaign generated over 120,000 entries and more than 20,000 opt-ins, achieving impressive brand engagement and data acquisition with a +192% increase in database growth. The campaign’s success led to its reactivation by a new brand team for a second launch in 2024, marking the Pleasure Pass as a powerful engagement tool for Magnum.
