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.



Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

A TV Streaming Service Is Designed Just For Kids

Toca TV is a new platform offering thousands of original and curated children's videos for a monthly subscription fee

Travel Yesterday

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Related Expert

Dan Kantor

Music Discovery

Technology Yesterday

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business

Mobile Yesterday

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

Design & Architecture Yesterday

500 Plastic Chairs Used To Create A Recyclable Pavilion

Design agency CODA built a grandoise art piece from simple lawn furniture


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Retail Yesterday

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Yesterday

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity

Travel Yesterday

Melbourne Hotel Lets Guests Stay In Their Own Chrome Airstream Trailers

Notel is a luxury rooftop with six guest rooms made from vintage 1970s mobile homes

Infants Yesterday

Battery Powered Cradle Will Rock Itself

NoomiNoomi is a clever device that makes it easier to put babies to sleep

Sustainability Yesterday

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects

Fitness & Sport Yesterday

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Home Yesterday

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program

Social Media Yesterday

Instagram Tool Prevents People From Harming Themselves

A new anonymous reporting option on the social media platform hopes to provide better emotional support for users

No search results found.