Magnum Pleasure Hunt is back

Last year’s Magnum Pleasure Hunt was an awesome web experience – one had to catch as many bon bons as possible, traveling through the web. This years edition, based on the same concept allows for travel across the world as it were, using street maps view. Cool.

Head over to the Pleasure Hunt 2 and check it out. It’s fun.

Agency: Lowe Brindfors

Last year’s hunt across the web reportedly attracted over 7-million players worldwide who spent an average of 5 minutes on the game. That’s a lot of stickiness for a brand interaction on the net. This time what works is the integration of technology using Bing Maps and a social angle – with a multi player element. Apparently Unilever sees potential in the idea to be taken forward into activation [on-road games]; I guess other brands are seeing the potential: non-Unilever brands incorporated into the game, including jeweler Bulgari, surf gear brand Quicksilver, KLM Royal Dutch Airlines and Hotel Fasano in Rio, provided their intellectual property free in return for their exposure.