Magnum ice cream and Grammy nominated singer-songwriter, Troye Sivan, have joined forces to relaunch the hugely successful ‘Pleasure Pass’ initiative – giving away hundreds of FREE tickets to some of the UK’s most sought after events this summer.
With research revealing that 62% of Brits missed out on exciting and unexpected experiences because of their hesitancy, Magnum® is unleashing Pick Your Pleasure Pass to help people prioritise spontaneous pleasure. Teaming up with ‘Honey’ hitmaker Troye Sivan, the UK’s no.1 ice cream brand will grant access to the four nationwide dates of his world tour, Something To Give Each Other, kicking off on 22nd June in Manchester as well as an array of amazing events across the country.
The recent study, commissioned by Magnum®, found that nearly half of Brits (48%) love the thrill of spontaneity and doing things ‘off the cuff’ whilst the same amount wish they were more impulsive growing up. However, budget limitations (55%), a busy schedule (37%) and childcare (20%) are the main factors holding them back from indulging in spontaneous activities.
The survey also found that going to music gigs, booking a weekend trip, and going out for a meal are some of the top things Brits like to do impromptu. Interestingly, 45% of Brits believe last minute plans lead to more genuine interactions, with 43% claiming to enjoy them as they take the stress away from organising.
This year, Magnum’s Pleasure Pass – which celebrates the release of its new indulgent innovations Magnum® Euphoria Pink Lemonade and Magnum® Chill Blueberry Cookie – is encouraging pleasure seekers to lean into their mood and be spontaneous by giving away tickets to events that will take you to the most euphoric euphoria or the chillest chill to make pleasure accessible to all.
The new campaign is live now and the public can get their hands on a Pleasure Pass at secretmedianetwork.com/Magnumpleasurepass by taking part in a short quiz to determine what mood best suits them to be in with a chance to access spontaneous pleasure every week until August 31st 2024.
For those that win a pass, they can claim 2x free tickets to one of many amazing events, powered by Fever – the leading entertainment discovery platform. Throughout summer consumers can gain access to euphoric events such as Dopamine Land, Bubble Planet, and festivals to chill events including the Van Gogh immersive experience, Candlelight concert sessions from Taylor Swift to Coldplay to Adele, and West End shows.
Speaking about the campaign, Troye Sivan said: “I’m excited to be part of Magnum’s Pleasure Pass and to be giving away tickets to my tour Something To Give Each Other. Summer is all about connecting with others and positive energy, and this campaign encourages people to embrace spontaneity and pleasure.
“Life is all about creating memorable experiences and the best ones usually come from unexpected moments. Magnum is making it super easy for everyone to embrace and soak up the joy of summer without stressing over the planning.”
Daniel Lythgo, Brand Manager at Magnum added: “Our Pick Your Pleasure Pass campaign has come at a time when Brits seem to be overwhelmed with the admin that comes with planning a night out but are open to exploring spontaneity. It’s surprising that the study found more than half of Brits prefer spontaneous plans over planned events and we’re hoping people can unlock moments of spontaneous pleasure this summer at the range of events on offer. This year with Pleasure Pass we’re giving aways tickets to truly unmissable euphoric and chill events to allow people to choose the experience that best suits their mood.”
Magnum’s new magical flavour combinations Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie are designed to immerse you in a new world of experiences, capturing your imagination and transporting you through an uplifting journey of pleasure, wherever it takes you.
For information about Magnum’s Pleasure Pass and be in with the chance to win tickets to Troye’s UK tour, visit secretmedianetwork.com/Magnumpleasurepass
