Turning tweets into currency
To create awareness and hype around the launch of Magnum Pink (Pomegranate) and Magnum Black (Espresso) – different Magnums for different moods – we encouraged women to bid for their favourite pink and black ‘must haves’ in an online auction that used their tweets as currency. We asked women to choose their most wanted items on Facebook and turned them into pink and black ‘lots’. We then seeded the idea by creating a mini Twitter Auction celebrity event, and amplified the message on Twitter, Facebook and via ambient displays in malls across the country. The results were sweet: 158% turnover target smashed, R4.3m PR value achieved and Magnum became the biggest FMCG brand on Twitter with over 30 000 followers.