Key-role in engaging trend-setters played social-media (anticipation through teasing/impressive apocalypse). Social-media were overwhelmed by fans’/celebrities’ comments, and the engagement was impressive: fb page highlighted by Social Bakers as «fastest growing page» (50% new fans in 1 month), #25yMagic trending topic in Twitter for 2 weeks, while 2.500 checked-in Foursquare.

Outdoor secured high-awareness, while media first created buzz/engagement: Special software on touch-screen placed in central spots enabled passers-by to virtually participate in ice-cream creation by pushing buttons.

Extensive publicity through TV/online/print covered store’s opening/function, communicated birthday party in Cannes, and promoted celebrities' visits.

Live-radio events kept interest high, attracting new visitors throughout the summer.

The success of the pop-up store exceeded expectations:

-65.000 guests.

-40.000 ice-creams in 132 days.

-303 ice-creams/day (50% more in comparison to initial target and much higher than other countries' average).

Brand equity increased, as all indicators of the research Brand-Health-Check showed, and for the first time Magic was seen as the top «chocolate expert» brand by the consumers, a target set every year but never been achieved before!

Magic Pleasure Store became meeting point for young people and was frequently mentioned in trend-setting free press columns, proving the buzz and word of mouth created.