One European break for two is up for grabs on packs every day until the end of August and every week after that until the end of December. The promotion, which was created by Ogilvy Action, kicks off in July and runs until the end of 2007.
Each ice-cream stick has a code which consumers can text or enter online. The first entry received at a random time every day wins.
Winners can choose from a break in Barcelona, Cannes, Paris, Reykjavik or Rome. The prize comprises of business class flights, three nights in four-star accommodation and spending money.
The push is Magnum's largest activity since its £6.5m campaign to promote its 5 Senses range. The promotion asked customers to enter a barcode found on the wrapper and take-home packs on a microsite. Every two weeks, prizes - which included holidays to five different destinations - were awarded. This led to a grand prize of £50,000 at the end of the promotion.
Wall's has a 28 per cent share in the ice-cream market; 25 per cent of which comes from the take- home range and 64 per cent of the impulse range. The Magnum brand was launched in the UK in 1987. Sales for 2006 totalled £71.8million and 2006 saw a 13.1 per cent year on year growth.
.jpg)
.jpg)