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