The next level of brand experience promotion

April 21, 2011

At Ngage we’re interested to see how “Brand Experience” has been taken to the next level in terms of interactivity with consumers. The latest example is Magnum, the chocolate brand, which has now launched a new interactive game called The Pleasure Hunt. 

The game sees users controlling a character and aiming to catch as many chocolate buttons as possible. The game is fairly standard but still inviting and fun enough to hold a user’s attention.

What is very clever, however, is what Magnum has done to make advertising a part of the story without users even realising it. The game takes you through different sites by clicking on a chocolate button and where classic banner ads become tactical parts of the game. Game users have to jumping on to the ads to get through to new levels. 

This is likely to take brand recall to a whole new level. One user said: “After I’d played the game a few times I could recall a range of brands including a Samsung tablet device that the character had leapt on to, and a floating banner ad for Dove. The chocolate button is just another product and the Magnum brand is present throughout the game.“

"But the clever thing is that you don’t really notice you’re interacting with these ads during the game until you think back over what you have been doing. It’s amazing how subliminal it all is.” 

It’s fascinating, in our opinion, to see the level that brands now go to, to engage with potential consumers. It seems that entertainment is the latest big brand experience craze.