Magnum NYC
Unilever
Wildly popular outside of the US, Magnum Ice Cream made the daring move to open it's first custom dipping bar right here in NYC. So what was the ask? Make Magnum famous not just in NYC, but online, too. So for the summer of 2016, we invited chocolate lovers, near and far, to have a fling with something a little cooler and insta-worthy. THE RESULT? Within the 5 months from tease to launch to close, we saw a 99.5% increase in our Instagram following, 99,215 total engagements, 2.7MM+ total impressions, a 4+star rating on Yelp, a 4.5 rating on TripAdvisor, and a 15% increase in year-over-year sales.
Team
Creative Director: Megan Cross
Other Half: Lauren Fodero
Junior CW/AD: Chandler Broadrick, Jen Hubbard
Photographer: Scott Blurry
Production Team: Jay Shen, Alexis B, Daniel Stenzel
Engagement Manager: Sierra Paller
Inter-Agency Team: Unilever/GolinHarris/Mindshare
Role: Concept, Creative/Visual Lead
To tease the arrival of MagnumNYC, we started with a cheeky teaser campaign.
We took for Facebook to send out our Save the Date (and stir up some FOMO for non-locals). We continued the theme, teasing the physical store with provocative window wrappings and wild postings around SoHo and neighboring streets.
Now, are you ready to Cheat On Your Chocolate?
Because MAGNUM is in the house.
Visit 134 Prince St for an insta-worthy dessert experience like no other.
Everybody's doing it. Even Hailey Baldwin.
Oh, and Kendall Jenner, too.
KJ even took a second to pose in front of the original artwork we commissioned Casey Ligon to create.
Our Unilever partners got so excited about #MagnumNYC, they let us test out a Snapchat filter for our weekend friends to share with their Internet friends.
To top things off,
we thought of a way people could got some toppings of their own.
“Ice cream bars are great and all, but even better than a chill, normal ice cream bar, is one you can CUSTOM MAKE YOURSELF — which is now a dream that can become a reality at Magnum’s new Soho pop-up store in New York City.”
