Unilever is forking out £1.8m on its biggest ice cream launch to date: Magnum Infinity. The advert is on air until the end of May and is being supported by the launch of online game Magnum Pleasure Hunt 2 Across the Globe. The original game was introduced in April 2011 and saw more than 7 million players take part. “Having seen the success of last year’s game, which became the most tweeted web address in the world after just one week of launch, we look forward to witnessing another viral sensation”, says global senior vice president Mick van Ettinger. Radio, cinema and outdoor advertising is also planned.

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