Background
Magnum Ice Cream wanted to make a statement during Montreal’s race week and what better way to cut through the noise than with an indulgent, ASMR-style moment? The goal was simple: grab attention, create craveable content, and drive buzz around the Magnum Mini Double Caramel Ice Cream Bar, all while aligning with the brand’s bold, premium personality.
To bring that vision to life, Narcity partnered with a Creator to produce a short-form video captured onsite at the Crescent Street Grand Prix Festival. Featuring the signature crack of 100% Belgian chocolate, the video leaned into sensory storytelling — all wrapped in a festival-friendly format. It launched across Instagram and TikTok, amplified strategically to deliver high impact in a short window.
Results
This fast-turnaround campaign met and surpassed its targets: capturing audience attention, boosting visibility, and sparking real-time engagement during a peak moment in the city.
- Total Impressions: Over 409,000
- Top Platform: Instagram delivered over 218,000 views in just a few days
- Strong Engagement: The video drove over 2,100 interactions on Instagram alone, with high shares and positive reactions
