I scream, you scream, we all scream for ice cream. And now, Magnum wants to make the experience of an ice cream social virtual. Sure, it won’t be the same as actually eating ice cream, but it could be the next best thing.
A new app called the M-Pulse allows the use of beacon technology to pinpoint where friends and family members are when it comes to finding the nearest shop that carries Magnum ice cream products. Though the app does require permission in terms of using location services, it’s a snap when it comes to finding where you are, and then tracking down one of the delicious chocolate bars in the vicinity.
With the help of U.S. proximity platform NewAer and Unilever’s agency Karmarama, development on “the ultimate app for connecting and reimagining the ice cream social” was made. The project involved the use of StickNFind beacons, which were placed on a number of fridges in WH Smith stores throughout the London area. From there, the app interacts to provide an “enhanced ice cream experience” to consumers, even if they aren’t physically holding it.
The app is a tie-in with Magnum’s 25th anniversary, and is meant to provide social interaction by sending a message to meet a friend or family member where, obviously, there’s ice cream to be eaten, via the NewAer engine.
The campaign is an innovative way to take on marketing without hammering the message home via advertisements and unneeded messages…plus it totally makes people hungry for ice cream. “We’re thrilled to pioneer an innovative technology such as beacons to deliver a mobile experience which can really strengthen Magnum’s promise of delivering pleasure and connect thousands of pleasure seekers in the city. The app is a pilot initiative and is the first set of projects supported by The Unilever Foundry, an initiative to bring tech orientated startups and brands together,” said Neil Gledhill, Magnum’s global brand director.
So, go eat ice cream!
Source: PSFK
