Magnum launches immersive experience at Selfridges department store

Karmarama's mobile app complements the Magnum face-to-face activity
Karmarama's mobile app complements the Magnum face-to-face activity

Ice cream brand Magnum is bringing its Make My Magnum experience to The Concept Store at Selfridges in London.

The Magnum Pleasure Store is aimed at celebrating the ice-cream brand's 25th birthday and will give people the opportunity to create their own personalised ice cream at the Make My Magnum bar.

People can pick their favourite ice-cream flavour, chocolate coating and choice of decadent topping to design their ultimate Magnum.

As part of the campaign, agency Karmarama has developed a mobile web app for Magnum that allows fans to create their own bespoke ice creams, share them with friends and get rewards at Magnum’s Pleasure Stores globally.

The app, which launches at the pop-up today (3 July), is designed to maximise social engagement, customer loyalty and drive awareness by entertaining the store’s visitors.

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