Launched for summer 2013, Magnum Pink & Black gave us two different ice creams for two different moods: Pink for when you're feeling fun and effervescent, Black for the sophisticated and confident you. Our challenge was to bring the product story to life through an online experience. In an interactive dance-off between their two sides, users could answer the ultimate question: are you Pink or Black?

Published
August 2013
Topics

The Story

Launched for summer 2013, Magnum Pink & Black gave us two different ice creams for two different moods: Pink for when you're feeling fun and effervescent, Black for the sophisticated and confident you. Our challenge was to bring the product story to life through an online experience. In an interactive dance-off between their two sides, users could answer the ultimate question: are you Pink or Black?

We realized that music and dance are the best ways to capture people’s different moods, so we set out to make that experience interactive. Using your webcam, the Magnum Moodometer turns your computer into an intuitive real-life mixer board. As you groove to the music, Adobe Flash’s real-time image-analysis algorithm analyzes your movements, measuring your ‘pinkness’ or ‘blackness’ and generating instant visual and audio feedback for the user.

The Technology

The Results

Magnum Pink & Black is one of Magnum’s most successful product launches to date. Hundreds of thousands of people have visited the campaign’s website and the average stay is well over a minute. Fun, relatable content and a technological "wow" factor have been crucial in achieving these results, giving the Moodometer high marks from Pink and Black users alike.

50%

Increase in sales vs forecast

42%+

Organic traffic

1min+

Average time spent

Launch Date April 4, 2013