Twitter case study: Magnum's coupon giveaway with #GrabaSpoon hashtag

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Magnum worked with to run a Twitter camapign promoting its new pleasure pots, offering free ice-cream to the first 5,000 respondents. The camapgin made smart use of the micro-blogging plaform, raising awareness of the luxury ice-cream brand's latest product in an engaging and fun way.

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Brand: Unilever, Magnum | Sector: FMCG, Food and beverage | Country: UK | Agency;, GolinHarris | Objective: Build brand engagement | Format: Twitter |

In February 2013, followers of the @MagnumUK Twitter feed were invited to #GrabaSpoon, tweeting the Magnum UK account with an image of any spoon they find plus the hashtags #grabaSpoon and #ad.

The first 5,000 to do were automatically sent a private message from Magnum offering them a £1 off Magnum Pleasure Pots coupon which they could print and redeem at any major retailer.

Anna Spray, Marketing Manager at Unilever for Magnum Pleasure Pots said: “We’re eagerly anticipating the launch of the #GrabaSpoon promotion, which celebrates the fact that consumers can indulge in their favourite ice cream in a different way; with a spoon. Social media users will be rewarded by their engagement with the brand and we’re hoping this will give a great boost to sales.”

The #GrabaSpoon promotion is part of a wider social media launch campaign for Magnum Pleasure Pots run by holistic communications agency, GolinHarris.

Oliver Felstead, UK Managing Director at Limited comments, “Coupons provide a significant opportunity for brands to offer customers incremental value. Research indicates that over half (55%) would buy a product not normally on their shopping list if a coupon is available**.”

He concludes, “It is a pleasure to work with them on this innovative Twitter campaign to provide pleasure-filled experiences and promotions to engage their target consumers.”

The campaign encouraged users to be as original as possible with their entries as one winner will also receive a year's supply of Magnum Pleasure Pots and a custom-made, engraved Magnum spoon.

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