Magnum launches #NotAvailableInTheMetaverse campaign

David Murphy

Ice cream brand, Magnum, is targeting the metaverse with the launch of a pair of virtual goggles on 31 March. The goggles will be available on the ReadyPlayer 3D avatar creator. But on selecting the goggles for their avatar, consumers will then be encouraged to step away from their screens for 10 minutes and indulge in real life Magnum pleasure that can only be enjoyed in the real world. This has been supported with discount codes and delivery platform integration in the Netherlands.

The #NotAvailableInTheMetaverse campaign, created by Lola MullenLowe, Golin London and Mindshare, has a strong social leaning, with a number of activations in order to create reach and impact for the campaign. Magnum has partnered with carefully selected virtual influencers to highlight key messages and show the world that some pleasures can only be experienced in real life. The influencers posted images of themselves wearing the VR goggles on their social channels, explaining how they wish they could escape the metaverse to experience some of life’s real pleasures. The campaign encourages consumers to find the balance between the virtual and physical, and to indulge in what brings them true pleasure across both realities.

The campaign has been amplified on a local market level, through tactics including local delivery partner integration and a Twitch Viewing Party of the new film.

“As a brand, we stand for pleasure, and the reason we stand for pleasure to begin with is because of the unique indulgent experience of biting into a Magnum Ice Cream,” said Sara Paixao, Global Magnum Digital Brand Manager. “We believe pleasure can be found in both the offline and the online worlds. However, the pleasure of eating an ice cream is not, yet, available in the virtual world. So, in the meantime, while Magnum is not available in the metaverse, we wanted to encourage everyone to take some time offline and experience the real-life pleasure of indulging in a Magnum.”