How it works?
The game has a classic fairytale script as a base, with a few tweaks to please the female audience. For example, instead of a prince saving the princess, you get to play a a princess trying to save the charming and get his true love kiss. The mechanism consists of a 5 mini games, which can be played separately in no particular order. Each game is interesting as it is done with the HTML5 at the backend and thus allows nice interactions with the background, which are also nicely adapted to the mobile devices and can be played by iOS users. The action also takes place online using images of popular websites as a background.
Here are more details about the campaign in a nice case study video:
Creating a game is not so difficult, but making it successful is a real challenge. Magnum got all of the ingredients right to bake a perfect game for women to enjoy. The whole campaign has a sweet girly feeling around it, which greatly reflects the product it promotes. Taking nowadays technological challenge into consideration agency cleverly avoided excluding iOS users by using the HTML5 technology. Overall, great work and also a good lesson to learn for everyone else thinking of creating a game for a digital campaign.