MagnumSA ran a competition where they urged the public to register and bid in a Twitter auction where the person with the most tweets with the specific hashtag for a particular prize would win.
This allowed the Magnum brand to be promoted on both the Facebook and Twitter social networks.
On the day of the competiion 23/11/2013, the public entrants managed to get MagnumSA trending in both South Africa and the World due to the huge number of bids entrants tweeted in order to have the highest number of tweets to win the prizes on offer.
MagnumSA unfortunately did not audit the entries and awarded prizes randomly to entrants that clearly did not have the highest number of tweets for the specific prizes. Many entrants complained and MagnumSA acknowledged their concerns and said they would look into the matter.
To date MagnumSA has not responded to any requests for feedback or revealed where they are with regards to their auditing process. It is sad to think that a large company like Unilever would mislead the public to get their products trending on twitter.
They also marketed the competition as Twitters first auction which is incorrect as the highest bidders never won so no auction
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