Fans from all over the country were able to bid no matter where they were, and during the auction an activation took place at Johannesburg’s shopping mecca, Sandton City,

The auction mechanic was simple:

1. The user tweeted the campaign hashtag along with the prize hashtag (e.g. I really want that #PinkScotter #MagnumAuction).

2. Each item was on auction for 15 minutes.

3. Whoever tweeted the hashtag the most in 15 minutes walked away with the prize.

To add to the excitement, a microsite was built where people could watch the suspense play out in real time.

And the results blew us away. In just a few hours we raked in 3 million impressions, R8 million in free PR, press and TV exposure and the campaign catapulted Magnum to become the biggest FMCG brand on Twitter in the country. And to top it all off we trended GLOBALLY!

Additionally:

•Followers on Twitter grew from 7,900 to 31,000

•Magnum is now the 13th Biggest Twitter Brand in South Africa

•@MagnumSA received 88,700 engagements in one day

•There were over 1,000 unique entrants in one day

•Magnum Sales increased by 28% for the year