Unilever runs second campaign with ASOS for ice cream brand

Unilever has partnered with ASOS as part of a major integrated campaign to promote its Magnum Temptation ice cream brand.

The Temptation 100 campaign, which centres on a game featuring items selected by ASOS’s fashion magazine team, is the second time the online fashion store has worked with Unilever in recent months.

Last month saw the launch of a campaign driving Unilever’s Vaseline Sheer Infusion range, with a branded fashion and style online hub and supporting video content and competition.

The Magnum Temptation game website, designed by Iris, gives participants 60 seconds to work with a thief to grab as many items as possible from a revolving gallery. The winner will receive ASOS items, while runners-up will get coupons for Magnum Temptation.

ASOS is expected to drive traffic to the site via promotion across its marketing channels, including its magazine, throughout July.

The deals, negotiated by Unanimis and planned by Mindshare, are thought to be two of the largest brand integration partnerships that Unilever has invested in.

Last month, Unilever hired digital agency TMW to create online campaigns for its Bertolli and Stork spread brands, following work TMW undertook for the brand in 2007.

This story first appeared on newmediaage.co.uk

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