Magnum launches mobile app to allow fans to create bespoke ice creams


Karmarama has developed a new 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 mobile web app, which launched in the UK at the pop up Magnum Pleasure Store in Selfridges in London yesterday (3 July 2014), is designed to maximise social engagement, customer loyalty and drive awareness by entertaining the store’s visitors.

The app lets Pleasure Store visitors to select their ice cream and personalise it with a variety of toppings. They can then share their ice cream with friends on Facebook to win a reward, including a year’s supply of Magnum and a £250 Selfridges Gift Card.

As well as the Magnum Pleasure Store in Selfridges, the app is launching in Pleasure Stores in Belgium, Finland and Australia.

The Unilever-owned ice cream brand has been opening its pop-up Pleasure Store around the world since 2013, from Brazil to Philippines.

Camilla Scognamiglio, Magnum global digital & social media brand development, said: “Karmarama have found a very clever way to drive engagement and social conversations around the Pleasure Store by tapping into the specific retailer dynamic and consumer behaviour at our pop-up point of sale. The result is a powerful and smooth mobile experience that consumers love and that we have rolled out across 8 markets globally.”

Lawrence Weber, head of digital at Karmarama, said: “To be invited to build on Magnum’s global success story of their Pleasure Stores with digital innovation is a huge privilege for us. By providing a more creatively social experience for consumers, we’re driving additional footfall and harnessing the natural conversations already happening around the experience and the brand.”

The Make My Magnum Experience is situated in the Selfridges Concept Store in the Wonder Room in London’s Oxford Street, and will be part of the wider Selfridges ‘Meet the Makers’ campaign to celebrate the store’s 25th birthday.

Try out the app: