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 was created that took the game to the streets of Amsterdam.
The game is currently ongoing and participants between April 22nd and April 29th can use the special mobile app to hunt down 150 chocolate bonbons that have been hidden across 9 locations in Amsterdam. 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.
I find the the Magnum mobile game to be a toned down version of the Vodafone Buffer Busters game that ran in Germany last September. Either ways its good to see more brands using augmented reality as a medium of engagement.