Unilever is introducing limited-edition ice creams, with flavours based on the seven deadly sins. To sell lots of ice cream we shocked the category with an interactive marketing approach.The web explores the brand ‘big idea’ with interactive spaces that open up as new flavours are released. For maximum exposure, Magnum7Sin features also live virally on media sites as well as in the main site. National press and radio use the site as the experience platform and competition entry point.

Visitors arrive in a sophisticated 3D room filled with objects that represent each sin. These objects link to interactive landscapes with games and features that get users in the mood for sin. The sensual colours, shapes, animations and individual navigation schemes in each zone reflect that ice cream’s personality. The interactive design evokes a mood of self-indulgence to make mouths water at the prospect of a Magnum.In the first two weeks 250,000 UK women in the target audience played the Talking Dirty game. Brand metrics have exceeded objectives beyond our wildest dreams. Online awareness of Magnum7Sins overall showed 233% uplift, with the Celebrity Love Match and Talking Dirty activities achieving 490% uplift.