Magnum beacon tech allows Londoners to 'get together' for ice cream

Magnum: launches the beacon-enabled M-Pulse app
Magnum: launches the beacon-enabled M-Pulse app

Ice cream brand Magnum has unveiled a smartphone app that allows users to seek out friends in the local area and invite them to "get together for a Magnum".

The brand has developed ‘M-Pulse', an app that allows Londoners to seek out friends, find their closest Magnum retailer and invite them to meet for an ice cream, as part of Magnum's 25th anniversary celebrations.

M-Pulse is also designed to enable "proximity marketing," highlighting exclusive deals and offers, in a bid to drive sales and footfall. The brand has partnered with WHSmith in London and the South East, where outlets will install beacons in chiller cabinets throughout the region.

Neil Gledhill, Magnum global brand director, said: "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."

M-Pulse had been developed by start-up NewAer as part of the Unilever Foundry, an initiative that aims to connect tech-orientated start-ups with brands.

The app is the first set of projects supported by The Unilever Foundry, an initiative to bring tech-orientated start-ups and brands together.

Marc Mathieu, global senior vice-president, marketing, at Unilever, said: "Start-ups are pioneering the future of marketing and through the Unilever Foundry, we’re making it possible for innovative tech companies to pilot with our brands.

"M-Pulse is a great example of how a start-up, agencies and an iconic brand like Magnum can collaborate to deliver a transformative social and brand experience." 

Karmarama handled the project's strategy, creative, design and user experience.

Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • New Business Development Director Around £130,000 + significant commission + benefits The Simmance Partnership, London (West), London (Greater)
  • Senior Partner Up to £100,000 + Bonus + Benefits Talent International (UK) Limited, London (City of)
  • Customer Information Manager Circa £49,000 depending on knowledge, skills and experience, plus excellent benefits Transport for London, London (Central), London (Greater)

Just published

Feel you're missing out?

Sign up

The Wall Blog

From our partners

The future of TV is bright with OLED

Everyday Connects: Examples

Everyday Connects: What is it?