Magnum Uses Beacon Technology for Social Ice Cream Experiences

Magnum Uses Beacon Technology for Social Ice Cream Experiences

The brand's M-Pulse app lets users pinpoint friends and family or see when there is an ice cream stockist nearby

Emma Hutchings
  • 1 september 2014

Unilever’s Magnum ice cream has released a new social app called M-Pulse, which uses beacon technology to pinpoint where friends and family are in relation to nearby Magnum ice cream stockists. The app requires their permission in order to locate them and also provides special offers and experiences.

U.S. proximity platform NewAer worked with Unilever’s agency Karmarama to develop “the ultimate app for connecting and reimagining the ice cream social”. StickNFind beacons were installed on a number of Wall’s fridges in WH Smith stores throughout the London area. The app was developed in order to deliver a heightened ice cream experience to consumers, creating online platforms that encourage offline interactions.

The M-Pulse social app debuted in London as part of the 25th anniversary of Magnum ice cream. Powered by the NewAer Proximity Platform SDK, it notifies the user when a friend or family member is nearby, helping to create a spontaneous rendezvous. This notification is similar to a friend sending a text message asking to meet, except it happens automatically via the NewAer engine.


When there is an ice cream stockist near you or your friend’s location, a message relaying this information is sent out. The social app is special for consumers and useful to marketers, as it creates opportunities for the user to connect with friends instead of them being subjected to lots of one-way marketing. They are also able to turn off the device beaconing if they don’t want M-Pulse to inform others of their location. Neil Gledhill, Magnum’s global brand director, says:

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.



Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Augmented & Virtual Reality Today

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps

Travel Today

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps


Get PSFK's Related Report: Future of Automotive

See All
Augmented / Virtual Reality Today

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Culture Today

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Related Expert

Julie Bornstein

ecommerce, fashion

Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Today

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States


Future Of Work
Cultivating The Next Generation Of Leaders

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

No search results found.