Event Background
Magnum celebrated its 30th anniversary, aiming to turn consumers' love for the product into a shareable five-senses experience on social media. Through a pop-up event, the brand conveyed the message: "Stay true to your joy, stay true to yourself."
Core Message
The campaign used #NeverStop as the social media hashtag, inviting consumers to participate in interactive experiences. Inspired by the Magnum theme, the pop-up design featured the anniversary edition "White Chocolate & Biscuit" and Magnum silhouettes, with oversized dots and rounded design language throughout. The event evoked visitors' inner child through interactive experiences, complemented by integrated cross-media communication.
Related Services
Towin PR provided event planning and execution services for this campaign, including creative design of the pop-up, venue construction, interactive experience planning, and cross-media communication integration, ensuring a seamless connection between brand messaging and consumer experience.
Industry Insight
Brand anniversary events are shifting from one-way communication to immersive interactive experiences. Social media hashtags have become key to connecting online and offline, sparking user-generated content. Pop-up formats are increasingly favored by brands for their flexibility and buzzworthiness.
Summary
Magnum's 30th anniversary celebration successfully turned product appreciation into a shareable five-senses experience through a pop-up interactive event and the #NeverStop hashtag, strengthening the emotional bond between the brand and consumers.