A new asks users to enter the barcode found on each Magnum 5 Senses wrapper or take-home pack. They can then find out more about each of the new flavours.
Every two weeks, a new sense is added with different prizes on offer. They include the chance to win one of five "sensory journeys" to different destinations and a grand prize of £50,000. Users also have the chance to win instant prizes.
Oliver Rudgard, Magnum brand manager, said: "So far, the online environment has played an essential role in creating a fun, yet highly effective platform for reaching and interacting with our target audience of 18- to 34-year-olds. We look forward to analysing the results."
The online campaign was developed by agency MRM Partners.
Unilever also celebrated the 50th anniversary of Captain Birds Eye's Fish Fingers -- rebranded to Wish Fingers -- through a , which launched in June.
The site tells the story of the fishmeal and gives away 50 wishes -- including active family holidays to the ultimate birthday party -- to be won by parents for their kids.
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