Reply Develops Social Media and AR Campaign for Magnum Ice Cream
Digital services company Reply has created a new campaign for Magnum ice cream, integrating social media and augmented reality experiences.
Reply, a digital services company, has developed a social media and augmented reality (AR) campaign for the launch of Magnum's "Magnum Michelangelo" ice cream. The campaign aims to connect taste and art through digital and immersive experiences.
The campaign draws inspiration from Renaissance art, positioning influencers as modern-day "Michelangelos." Reply produced social media content, including videos and an Instagram filter that reflect the colors and textures of the ice cream, reminiscent of Renaissance paintings. Custom 3D marble statue visuals were also created, depicting subjects contemplating the new Magnum product.
Two AR experiences were designed to engage consumers. The "Pleasure Atelier" allows users to explore a virtual Renaissance workshop accessed via in-store displays, revealing details about the ice cream's ingredients. A second AR feature, triggered by in-store signage, enables users to virtually construct their own Magnum Michelangelo by layering digital chocolate and raspberry elements, similar to sculpting.
Reply is a global technology company providing services in digital transformation. Xister Reply, a digital creative agency within the Reply Group, was responsible for the campaign's execution, from strategy to implementation.