Magnum partners with Time Out and Spotify to support Magnum Pink and Magnum Black limited edition product launches via Mindshare
Ice cream brand, Magnum has announces two new brand partnerships with Spotify and Time Out today as part of its marketing campaign for limited edition new products, Magnum Pink and Magnum Black via Mindshare.
Magnum has partnered with Spotify to amplify the creative platform of Magnum Pink and Magnum Black; different Magnums for different moments. This is centred on exploring different sides of our personality depending on what mood we are in. While Magnum Pink aims to bring out our playful side, Magnum Black is designed for the more sophisticated side of our personality.
Launching today, Magnum invites users to discover what mood they are in, and through the Magnum Playlist Generator, created in partnership with Spotify, they are invited to share their own Pink and Black themed playlists on Facebook and Twitter.
The Spotify partnership introduces the layering of MoodAgent API and Spotify API onto an advertising page. MoodAgent is a leader in the emerging field of track classification on Spotify. The service deconstructs the song catalogue, classifying them by timbre, tempo and even mood and will be used to power the Pink & Black advertiser page. For example, songs with a high sensual rating will represent Black and a high happy rating will represent Pink.
Also launching today, Time out and Magnum have created a series of local Magnum Pink and Black Pleasure Seeker Guides, based in Australia’s five largest cities (Sydney, Melbourne, Adelaide, Brisbane and Perth).
The guides are designed to suit the different sides of our 
personality and offer recommendations for restaurants, cafés and events. The partnership will be supported by a mix of online and print media including EDMs, advertorials, high impact display advertising, event calendar sponsorships and advertorials in Sydney and Melbourne Time Out editions.
Both partnerships launch on April 7th 2013 and run for two months. The Magnum Playlist Generator will be live for six months.
Both Magnum Pink and Magnum Black are limited editions, now available in all major supermarkets, grocery and corner shops, petrol and convenience stores as at 11 March 2013. Pricing recommendations are: $3.50 RRP for single serves and $7.99 RRP for grocery multipacks of four.
3 Comments
That’s just amazing.
Really.
Just amazing.
Interesting, but an ice cream promo heading in to winter?
Sensitive tooth:
I would like to answer your question.
The reason as to why Magnum has a limited addition campaign heading into winter is because sales are at its highest in summer, and the company needs to maintain sales throughout the year, which is difficult for this ice cream company to do. Therefore Magnum launches a limited addition campaign to attract as many customers as possible to keep sales as high as possible.
I hope I have answered your question?