Magnum Pyjama Party

Following 3 years of consumer research, Magnum introduces the new Magnum Pints – the classic Magnum flavors, in a cup container. Unilever’s two-part question to Glasnost was 1) to think strategically about the positioning of the new product in the Dutch market and 2) to organize a spectacular moment that has to reach the whole of the Netherlands.

Objectives

1. Create buzz in media and among influencers
2. Introduce Magnum Pints as innovation in the Magnum family
3. Position Magnum as a luxurious and exclusive brand

Strategy

A Magnum Pint is best enjoyed as a moment shared among friends. This is why Glasnost recommended organizing the most extravagant pyjama party ever: the Magnum Pyjama Party. The Conservatorium Hotel, one of Amsterdam’s most luxurious hotels, was entirely taken over by influencers, celebrities and media on the day and on the night of the event. In order to create a buzz among influencers, the most influential people of the Netherlands were asked to invite their closest friends. They then received a personalized invitation with a Magnum room key. The invitation was widely shared on social media and the Magnum Pyjama Party started generating a buzz, a month prior to the event. This led to a run on the guestlist which exceeded all expectations. In the end, about 300 influencers and acknowledged media managed to secure a spot on the list and were invited to experience the Magnum Pyjama Party, wearing their fanciest set of pyjamas.

Execution

An exceptional guest list is one thing, but the real challenge is to give people a full brand experience. Spread across the hotel, experiences were created where the brand and product ‘were hidden inside the experience’. Careful consideration was given to the brand message at each location, so it was included in the shared content at all times, the so-called Insta moments. In the spa, the Magnum Pints performed the lead role in a water ballet. In a secret room, people were given a choice between a pure or a white culinary experience, and in the Penthouse Suite, a modern love story was conveyed in a dance, surrounded by artworks made of chocolate. All the experiences together culminated in the spectacular acrobatic main show. The show ended in the official unveiling of the Magnum Pints, by breaking a specially constructed chocolate wall. This also marked the opening of the extravagant party with performers such as Kraantje Pappie, various chocolate surprises and entertainment. And staying true to the concept of a real Pyjama Party, the party never really stopped.

Results

The Magnum Pyjama Party generated a record number of 1,500 Instagram Stories on one night. Thanks to a partnership with UberEats, the buzz on social media could immediately be converted into solid revenue. And this is exactly what happened. Thanks to the social buzz, sales that would normally be achieved in a month, were achieved on a single night. 500,000 Magnum Pints were sold in the Netherlands within 50 days. In addition to this, 400 stories appeared in the media, which had a cumulative reach of 38 million impressions in the Netherlands and Belgium. A total media value of € 4,160,000 was generated.