Marketing

Toggle

Article

Magnum and Benefit blend desserts with makeup at Shanghai pop-up

Magnum and Benefit joined hands to launch a pop-up beauty Store in Shanghai, combining ice-cream tasting and makeup experiences in one customer journey.

The beauty store was located at the Réel Mall in Shanghai from 24 May to 9 June. The theme of the pop-up was “Release Your Beast” and, according to Magnum, encouraged guests to discover and free their inner beasts to fully indulge in Magnum’s premium ice-cream. The pop-up store amassed around 25,000 attendance during the campaign period.

The pop-up experience was created by global brand experience agency Jack Morton. Magnum’s four beasts – a lion, polar bear, leopard, and tiger – engaged guests through an interactive LED wall using augmented reality and a photo booth. The interactive wall immersed guests in a 3D environment in which they interacted with the beasts, while the photo booth allowed guests to take a photo with the beast of their choice. The photos were then downloadable for social media sharing.  

In addition, giant customised ice-cream installations and life-sized Benefit eyebrow pens were set up at the store.

The pop-up store consisted of seven zones, each designed to highlight Magnum’s premium combination of ice-cream and chocolate. The pop-up also aimed to celebrate the recent launch of the brand’s new double raspberry flavour.

Guests were able to participate in a series of activities, such as personalising their own Magnum ice-cream with 16 different toppings and savouring specially-crafted Magnum desserts by chef Brian Tan. While at the Benefit Beauty Bar, guests could test Benefit’s latest products with the assistance of professional make-up artists.

Read More News

in Hong Kong by

How to snag food bloggers

How can your PR agency get more coverage from food bloggers? Boutique PR agency CRED Communications has surveyed 42 food bloggers ..

Trending