Magnum’s M-Pulse app brings together friends & ice cream
Magnum is making it easier for its fans to find and enjoy moments of ice cream pleasure with friends through its innovative new M-Pulse app.
Ice cream meets technology
M-Pulse, which was created by ad agency Karmarama working with proximity platform NewAer, enables Magnum’s ice cream cabinets to ‘talk’ to ice cream fans through their smartphones and alert them to exclusive Magnum offers.
Using beacon technology, it tells users where the nearest Magnum can be found and lets them know when friends with the app are close by so they can send an invitation to share an ice cream together, allowing Magnum fans to make the most of unplanned moments of pleasure.
Camilla Scognamiglio, Magnum Global Digital & Social Media Brand Development Assistant, says: “We’re delighted to be able to bring together the new technology offered by NewAer’s platform and create an idea that deliver on Magnum’s brand promise of delivering pleasure.”
Seeking out pleasure
The iOS app launched at the end of August in the UK and will be followed by a global roll-out to many of Magnum’s 3 billion ice cream cabinets around the world. An Android app is also planned.
Magnum’s M-Pulse is one of the first set of projects created by the Unilever Foundry, an initiative to bring tech-oriented start-ups and brands together.
Marc Mathieu, Global Senior Vice President, Marketing at Unilever, says: “Start-ups are pioneering the future of marketing and through the Unilever Foundry we’re making it possible for innovative tech companies to run pilots with our brands. M-Pulse is a great example of how start-ups, agencies and our brands can collaborate to deliver a transformative social and brand experience.”