Earlier on in April Magnum launched the second edition of its hit online game Magnum Pleasure Hunt. To extend the campaign further, a real time mobile augmented reality game takes the hunt to the streets of Amsterdam.
The game is currently ongoing and participants between April 22nd and April 29th can use a special mobile app to hunt down 150 chocolate bonbons hidden across 9 locations in Amsterdam, described in some write-ups as centered around the city’s Nine Streets area. The one who claims the most bonbons wins a free trip to New York, while the rest are rewarded with the new Magnum Infinity ice cream.
Why this is a smart extension of a digital hit
The original online game is built for reach and replay. The Amsterdam version adds scarcity and locality: the same “collect the bonbons” mechanic, but tied to time, place, and physical movement, which makes participation feel more like an event than a link.
In European FMCG launches, location-based AR hunts work best when the rules are obvious in seconds and tiered prizes make “one more try” feel worth it.
The real question is whether your AR layer gives people a reason to move now, not just a new way to look at the same brand world.
What the AR layer adds to the experience
The AR layer keeps the mechanic simple, but changes the context by making the hunt visible in public and limited to specific dates and locations.
Extractable takeaway: When you take a proven digital mechanic into the street, pair it with a short window and clear rewards so participation feels like an event, not an app demo.
- Instant purpose. You are not browsing a branded world. You are on a hunt with a clear target.
- Real-world urgency. Limited dates and specific locations make the challenge feel live.
- Social proof by default. People playing in public become the campaign’s moving media.
A quick comparison to Vodafone Buffer Busters
I find the Magnum mobile game to be a toned down version of the Vodafone Buffer Busters game that ran in Germany last September. Either way, this is the right direction. More brands should treat augmented reality as a medium of engagement, not a gimmick.
What to copy from Magnum’s Amsterdam hunt
- Make the first action obvious. People should understand the goal and the first tap in seconds.
- Limit the window. A short time period turns “I’ll try it later” into “I should go now.”
- Use rewards that scale. A big winner prize plus smaller payoffs keeps both competitive and casual players engaged.
A few fast answers before you act
What is Magnum Pleasure Hunt Across Amsterdam?
It is a time-limited mobile augmented reality game that moves Magnum’s “collect the bonbons” mechanic from the web to real locations in Amsterdam.
How do players participate?
Players use a mobile app while out in the city to find and collect virtual bonbons placed at specific locations during the campaign window.
What makes it different from the online Pleasure Hunt?
The online version is a digital-only chase. The Amsterdam version adds time and place, turning the hunt into a real-world activity with location-based stakes.
Why are prizes so central to this format?
Because the effort is physical. A clear top prize plus smaller “everyone gets something” rewards keep motivation high across both competitive and casual players.
What is the key design lesson for AR brand games?
Keep onboarding friction low. If people cannot understand the goal and the first action immediately, they will not start, especially outdoors.