Magnum creates virtual swing for OOH campaign

Magnum has partnered with MediaCorp’s OOH Media to install a few interactive bus panels that allow passers-by to virtually take a bite of the new Magnum Infinity ice-cream and go on a virtual swing experience.According to Unilever, the Magnum Infinity ice cream was created by the Magnum discovery team and scientists at Magnum HQ.To promote the Magnum Infinity ice cream, Magnum has worked with OOH Media to come up with an interactive bus panel to attract and engage its target audience.This campaign targeting females aged 18 to 35 incorporates interactive digital technology that takes participants to a virtual “swing” on the top of a building, thereby creating an “Infinity Swing” experience.In order to start the experience, participants will have to stand in front of the panel and act like they are picking up the Magnum ice-cream to take a bite. Before the swing takes off, the participant will have to swing their arms upwards in order to fully experience the “Infinity Swing”.Henry Goh, head of MediaCorp’s OOH Media said, “Magnum’s campaign has given us the opportunity to demonstrate how our bus panels can be used as an interactive and engagement point with the public. We strive to bring fun and creativity into our platforms and to help extend the brand experience.”The interactive bus panels can be found at bus shelters located outside Far East Plaza, Royal Thai Embassy, Orchard Midpoint and Orchard Plaza. Besides the interactive bus panels, Magnum has also included six-sheet buys.  This campaign will be running till 17 June 2015. Alchemy worked on the creatives. Mindshare was behind the media buying duties.