Ah mustache, Ferrari, Hawaiian shirts, it reminds you of good memories? What a pity!, it has nothing to do with it, it’s ice scream we are just about to speak here.
Magnum sells s the pleasure. They did not have to it,  it’s the forbidden fruit . Their latest campaign doesn’t create exception to the rule. They offer you to determine your Pleasure Quotient (PQ).

A website …

On the website, we assist at a presentation of  moments of pleasure. The concept? Videos posted by users, who put forward what please them. Most of videos comes from Youtube, the poster is not the protagonist.
There is also on this site on a test of PQ, the pleasure quotient, which is determined after a series of 10 questions.

A study …
This device is based on a man, Alex Linley, positivist psychologist, teacher at the University of Leicester and official
Professor of Pleasure of Magnum. He implemented a scale for Pleasure Quotient. 10 pleasure criteria have been defined (taste, fulfilment, etc..) and are classified according to the importance you give them and the frequency with which you will devote to it.
The purpose of this operation by Magnum is to be able to present this study as the largest ever carried out on the fun and get results on the fun at the international level.

Results …
We can consider two aspects of the transaction, the participatory device and the seriousness of the study.
First, with regard to the study, the Fun Quotient is a Magnum creation.  Quotients are fashion (intellectual, emotional, sensual, …), Magnum adds his own. All this is a participatory marketing campaign orchestrated by Magnum under the guise of scientific arguments. The results are unlikely to be significant, because it is unlikely that the sampling done by volunteers visits the site, is representative.
The device participatory is fairly well organized, the site is rather attractive. Immersion in the participatory is quite big, due to the ease of posting videos.
In doing so, Magnum allows ease of participation that increases the chances of success. The mark will then have a database referencing what consumers associate to pleasure. To speak plainly, this brand, which has always communicated on pleasure, will know be in possession of a wide basis of insights,  which could be  later used in campaigns.