Last year, to launch the all new Magnum Temptation Hazelnut ice-cream, Swedish agencies Lowe Brindfors and B-Reel created an advergame, a branded game built to promote a product, called “Magnum Pleasure Hunt Across The Internet”. In the game, players are taken across 20 well known websites as they collect Bon Bons, the special ingredient of the Magnum Temptation Hazelnut ice-cream.
Since the game did exceedingly well, Magnum and team came up with round 2, enhanced with 3D graphics. This time players were taken on a run in New York, made to fly over Paris, and surf the waves in Rio De Janeiro, using a map and street-view style interface as the playground.
What changes from round 1 to round 2
The first game is a browser-bending sprint that treats the wider internet as a set of levels. The sequel shifts the same chase mechanic into city environments, with more depth, more spectacle, and clearer “set pieces” you can remember after one play.
In global FMCG brand launches, advergames like this work when they turn “a product promise” into a simple, replayable challenge people can explain in one sentence.
The real question is whether your sequel escalates the world without changing the one rule people already learned.
- Round 1: web-hopping levels and Bon Bons as the core collectible.
- Round 2: city-based runs plus a stronger 3D feel for movement, obstacles, and momentum.
Why it lands: it feels like discovery, not advertising
This is not a microsite you click once and forget. It is designed as a time-and-score loop. You play again to improve your route, your timing, and your collection count, and that repeat play is where the brand association gets built. It also matches Magnum’s “pleasure seeking” positioning with a mechanic that is literally a hunt. Because the loop rewards replay with visible improvement, the hunt association gets reinforced without asking the player to read a product pitch.
Extractable takeaway: When the brand promise is an action verb, make that verb the gameplay loop, and make replay the fastest way to feel the promise again.
The smart brand logic behind the Bon Bons
Bon Bons are a neat choice because they let the product story travel inside the gameplay. You are not only collecting points. You are collecting the “ingredient” that makes the new variant feel specific, even if you never read a product description.
I think it is a great follow up to the first version. Magnum Pleasure Hunt 2 could be experienced at www.pleasurehunt2.mymagnum.com.
Sequel campaign rules worth copying
- Keep the core rule the same. Sequel energy comes from familiarity, then escalation.
- Upgrade the world, not the instructions. New environments create novelty without re-teaching the game.
- Build signature moments. New York, Paris, and Rio act like memorable chapters, not just backgrounds.
- Make it easy to share a result. If the outcome is a score or time, people instantly understand what “good” looks like.
A few fast answers before you act
What is Magnum Pleasure Hunt?
It is a branded advergame where players chase and collect Magnum Bon Bons, originally by racing across well known websites as game levels.
What is different about Magnum Pleasure Hunt 2?
The sequel moves the action into city environments, adds a more cinematic 3D feel, and turns New York, Paris, and Rio into distinct stages of the chase.
Why does the “hunt” mechanic fit the Magnum brand?
Because it translates the idea of “pleasure seeking” into a simple action loop. Keep moving, keep collecting, keep chasing the next reward.
What makes an advergame replayable enough to matter?
Clear scoring, short rounds, and visible improvement. If players can beat their own time or score, they come back.
What is one practical takeaway for marketers?
If you plan a sequel, keep the rules familiar and escalate the world. That is how you get “new” without losing the audience you already earned.
