Step one, choose your ice cream flavor. Step two, choose your toppings. Step three, take a photo of your ice cream and share it with #MagnumNYC. These are the instructions when you walk into Magnum Ice Cream’s pop-up store in Soho. Yes, this is an ice cream store, but I’d argue that it is more importantly a photo op. However, for those ice cream enthusiasts, this could be the perfect opportunity to create your ideal ice cream. You can always do this at home by using one of the best selling Ice Cream Maker machines, but some people might not have the same flavors and toppings that the Magnum pop-up ice cream store has. This means that you can be as creative as you’d like when making your favorite ice cream. However, if you’d like to create ice cream at home, you could consider giving it a go. In order to make ice cream, you’ll probably need some flavoring and some ice cubes. These ice cubes can be from the store or they could be sourced from ice makers. If your ice maker doesn’t work, those at https:www.CiboloApplianceRepair.com could be contacted to fix it for you. That way, you’ll be able to create all the ice cream that you want. Alternatively, consider making your way to the Magnum stand instead.
Here’s the ice cream I created.
With this pop up, Magnum is embracing our collective obsession with food photography. Whether you’re a professional culinary photographer or an Instagram enthusiast, chances are you’ve probably posted a food photo to social media. Magnum’s pop up is designed to be the perfect environment for taking a fun photo of your ice cream that begs to be shared with your friends.
Let’s break down the Magnum pop up experience to see why it’s driving user-generated visual content that promotes the brand on social media.
#1: You get to decorate your own ice cream.
The heart of the Magnum pop up experience is that you get to decorate your ice cream bar with colorful toppings. Your very own unique ice cream masterpiece! As the ice cream bartenders drizzle chocolate sauce over your creation, you can’t help but feel proud of the art you’ve created, and want to share a photo or video with all your friends.
The most delicious Tuesday I’ve ever had. Hats off to the #MagnumNYC marketing squad. pic.twitter.com/y6QlsVfZMt
Monica Marie (@ItsMeMonicaMari) June 22, 2016
#2: You can choose the perfect backdrop for your creation.
You never know which angle someone will choose for their ice cream shot, so every inch of this place is designed to be a backdrop. One of the walls has a mural perfect for selfies. But you can also choose to frame your masterpiece in one of four custom backdrops created in partnership with Refinery29. Each of the backdrops are inspired by a different art form, so not only are they inherently visual, but they also invite you to create your own visual content.
#3: The hashtag and logo are everywhere.
If you’re taking a photo at this location, it’s impossible to miss Magnum’s branding. The logo is on the wall, tables, your ice cream stick and even a little chocolate medallion on the bottom of your ice cream. And, the hashtag is everywhere, from the instructions you read while you wait in line to the side of the backdrops. This creates a perfect storm: every photo and video captured by a fan at this pop up is branded, and a huge number of them are shared with the brand and its fans via the hashtag. That’s a ton of user-generated content the brand can retweet and share.
First full day in NYC ain’t bad so far #MagnumNYC pic.twitter.com/FWuWVznXfZ
Jess Savarese (@JessSavarese_) June 2, 2016
The Takeaway
One of the best ways to motivate your fans to share their own visual content celebrating your brand is to make it easy and fun. As we’ve seen in our Union Square series, events that are interactive and inherently visual encourage your fans to participate in an exciting experience, and to share photos and videos capturing the moment with their friends on social media.
The Magnum Ice Cream pop up recognizes our love of visual storytelling, and gives fans the perfect environment to create photos and videos that will delight their friends and generate buzz for the brand.
To learn more about how leading food and beverage brands engage followers, boost ROI and share visuals instantly with Libris, check out more information here.
Photos by Kristin Twiford.
