Real time marketing – Magnum Pleasure dress

Real Time Marketing is the new big thing in comms, advertising and social media. Here below is a great example run by GolinHarris Singapore (My current agency) for the launch of the new Pleasure Pop-Up Store in Clarke Quay a couple of weeks ago. Visitors could design their very own Magnum ice cream and enjoy Magnum inspired cocktails and desserts in a stylish lounge setting. The event also introduced two new flavours never tasted before (Pink (Champagne) and Black (Expresso))

Magnum new ice creams singapore

The great idea here is the real time Dashboard (Twitter + Instagram) which defined the color of the Magnum dress depending on what was buzzing more on both social channels, the Pink (#makeitpink) or the Black (#makeitblack).

Great job team!