Miley In Layers
MAGNUM
A 8D sound experience to show Miley’s many sides.
To present Magnum's new multi-layered Double Gold Caramel Billionaire ice cream to the world, we needed a multi-talented, genre-bending, authentically profound superstar to be our brand's ambassador. Cue: Miley Cyrus. To show that ‘Pleasure Has More Than One Layer’, Miley performed a very special virtual concert in collaboration with Magnum: her first show mastered in 8D sound.
In the performance streamed on YouTube to millions of viewers, Miley played songs representing different sides of her from her new hit album ‘Plastic Hearts’, as well as an exclusive cover of Midnight Star's 80’s hit ‘Midas Touch’, exclusively re-mastered as Miley’s Touch.
CASE
Lola Mullenlowe //
Concept + Copy + Creation
Press //
Adweek
AdAge
LBB
TrendHunter
Marketing Dive
PR Newswire
WERSM
The 360 campaign was expanded on with exclusive BTS interview footage, a pair of limited edition Magnum headphones (all profits donated to Miley's Happy Hippie Foundation); a Google Labs simulation inviting fans to lip sync to the exclusive song "Miley's Touch"; a Snapchat lens & Instagram filter; and billboards announcing the countdown all over the world.
Launched in >60 countries simultaneously; it’s one of the brand's most successful campaigns ever:
- Vogue cover across 15 markets.
- Global coverage in top tier media.
- 5 million views on Instagram.
- 70 million reach on Twitter.
- Worldwide Trending Topic.
- 100% positive sentiment.
- TV coverage in 7 countries.
- OOH takeovers in Madrid, Ams., Paris, Sydney.