Magnum Ice Cream has relaunched its Pleasure Pass campaign for the third year, which awards fans with free VIP access tickets to music festivals.
The ice cream brand is offering VIP tickets to the Sziget Festival in Budapest and All Points East Festival in London.
The Sziget Festival experience includes flights, accommodation and access to a luxury Sky box to watch the acts from.
This comes as data from the Competition and Markets Authority highlighted that tickets on resale platforms often have markups of over 50%. The Trading Standards also found that some tickets were being listed up to six times their face value.
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Magnum aims to challenge this by providing fans with money can’t buy experiences. It kicked off its campaign by offering superfan, Jessica Stewart and three of her friends, the chance to meet Charli XCX backstage at her Dublin show.
Stewart said: “I’ve been a Charli fan forever, but nothing prepared me for actually meeting her. And to experience it with my three best friends? Unreal. It felt like we stepped into someone else’s Instagram story, but it was ours. Magnum® made us feel like main characters for a day, living out something we’d only ever dreamed about.”
Daniel Lythgo, brand manager at Magnum added: “Pleasure Pass 2025 is all about creating mic drop moments for music fans that they hopefully won’t forget in a long time.
“Giving access to VIP to the artist’s biggest fans is what Pleasure Pass is all about. Charli xcx is known for creating those iconic moments for her fans and communities to own and amplify, so we wanted to make this year’s Pleasure Pass campaign all about owning the moment collectively with those around you – bringing fandoms and their communities together, all made possible by Magnum.”
