Magnum beacon tech getting Londoners together for ice cream

The luxurious ice cream brand – Magnum – has launched a new smartphone app that scans the local area for friends to invite them to “get together for a Magnum”.

The M-Pulse app uses beacon technology to help Londoners find their friends, find a retailer and encourage a union fit for ice cream – all to celebrate Magnum’s 25^th birthday.

The brand has partnered with WHSmith in London and the South East, with beacons installed in chiller cabinets. M-Pulse is also designed to enable “proximity marketing,” highlighting exclusive deals and offers, in a bid to drive sales and footfall.

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 – beneficiary of 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.”