{"id":6432,"date":"2012-04-24T08:49:00","date_gmt":"2012-04-24T03:49:00","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=6432"},"modified":"2026-03-02T12:51:08","modified_gmt":"2026-03-02T11:51:08","slug":"magnum-pleasure-hunt-ar-bonbons-in-amsterdam","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/magnum-pleasure-hunt-ar-bonbons-in-amsterdam\/","title":{"rendered":"Magnum Pleasure Hunt: AR bonbons in Amsterdam"},"content":{"rendered":"<p>Earlier on in April Magnum launched the second edition of its hit online game <a href=\"https:\/\/www.sunmatrix.com\/ramble\/magnum-pleasure-hunt-2-bigger-bolder-sequel\/\" target=\"_blank\" rel=\"noopener noreferrer\">Magnum Pleasure Hunt<\/a>. To extend the campaign further, a real time mobile augmented reality game takes the hunt to the streets of Amsterdam.<\/p>\n<p>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\u2019s 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.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/CiSIS-9XnJU?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<h2>Why this is a smart extension of a digital hit<\/h2>\n<p>The original online game is built for reach and replay. The Amsterdam version adds scarcity and locality: the same \u201ccollect the bonbons\u201d mechanic, but tied to time, place, and physical movement, which makes participation feel more like an event than a link.<\/p>\n<p>In European FMCG launches, location-based AR hunts work best when the rules are obvious in seconds and tiered prizes make \u201cone more try\u201d feel worth it.<\/p>\n<p>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.<\/p>\n<h2>What the AR layer adds to the experience<\/h2>\n<p>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.<\/p>\n<p>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.<\/p>\n<ul>\n<li><strong>Instant purpose.<\/strong> You are not browsing a branded world. You are on a hunt with a clear target.<\/li>\n<li><strong>Real-world urgency.<\/strong> Limited dates and specific locations make the challenge feel live.<\/li>\n<li><strong>Social proof by default.<\/strong> People playing in public become the campaign\u2019s moving media.<\/li>\n<\/ul>\n<h2>A quick comparison to Vodafone Buffer Busters<\/h2>\n<p>I find the Magnum mobile game to be a toned down version of the <a href=\"https:\/\/www.sunmatrix.com\/ramble\/vodafone-buffer-busters-ar-monster-hunt\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vodafone Buffer Busters<\/a> 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.<\/p>\n<h2>What to copy from Magnum\u2019s Amsterdam hunt<\/h2>\n<ul>\n<li><strong>Make the first action obvious.<\/strong> People should understand the goal and the first tap in seconds.<\/li>\n<li><strong>Limit the window.<\/strong> A short time period turns \u201cI\u2019ll try it later\u201d into \u201cI should go now.\u201d<\/li>\n<li><strong>Use rewards that scale.<\/strong> A big winner prize plus smaller payoffs keeps both competitive and casual players engaged.<\/li>\n<\/ul>\n<hr>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is Magnum Pleasure Hunt Across Amsterdam?<\/h3>\n<p>It is a time-limited mobile augmented reality game that moves Magnum\u2019s \u201ccollect the bonbons\u201d mechanic from the web to real locations in Amsterdam.<\/p>\n<h3>How do players participate?<\/h3>\n<p>Players use a mobile app while out in the city to find and collect virtual bonbons placed at specific locations during the campaign window.<\/p>\n<h3>What makes it different from the online Pleasure Hunt?<\/h3>\n<p>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.<\/p>\n<h3>Why are prizes so central to this format?<\/h3>\n<p>Because the effort is physical. A clear top prize plus smaller \u201ceveryone gets something\u201d rewards keep motivation high across both competitive and casual players.<\/p>\n<h3>What is the key design lesson for AR brand games?<\/h3>\n<p>Keep onboarding friction low. If people cannot understand the goal and the first action immediately, they will not start, especially outdoors.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/magnum-pleasure-hunt-ar-bonbons-in-amsterdam\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Magnum Pleasure Hunt: AR bonbons in Amsterdam<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":14303,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"Magnum extends Pleasure Hunt with a real-time AR mobile game in Amsterdam: hunt hidden bonbons across multiple locations for prizes including a New York trip.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"iawp_total_views":33,"footnotes":""},"categories":[90,27,103],"tags":[777,3569,7201,3560,121,1260,1303,8171,6839,2036,1721,7221,3465,3468,3561,3562,3570,3571,3563,3471,3472,3564,6838,3567,1788,3568,3565,7630,1599,461,8172],"class_list":["post-6432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emerging-trends","category-marketing-strategies","category-power-of-online","tag-amsterdam","tag-ar-app","tag-ar-game","tag-arg-games","tag-augmented-reality","tag-augmented-reality-campaigns","tag-b-reel","tag-de-9-straatjes","tag-gamification","tag-ice-cream","tag-iphone-app","tag-location-based-marketing","tag-lowe-brindfors","tag-magnum","tag-magnum-arg","tag-magnum-arg-game","tag-magnum-infinity","tag-magnum-infinity-ice-cream","tag-magnum-pleasure","tag-magnum-pleasure-hunt","tag-magnum-pleasure-hunt-across-the-internet","tag-mobile-arg-games","tag-mobile-marketing","tag-mymagnum","tag-outdoor-augmented-reality-campaign","tag-pleasure-hunt-2","tag-pleasure-hunt-arg-game","tag-scavenger-hunt","tag-the-netherlands","tag-unilever","tag-vodafone-buffer-busters"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/magnum_amsterdam.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-1FK","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=6432"}],"version-history":[{"count":20,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6432\/revisions"}],"predecessor-version":[{"id":16409,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6432\/revisions\/16409"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/14303"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=6432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=6432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=6432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}