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Magnum marks quarter century with M-Pulse social app


By John Glenday, Reporter

August 28, 2014 | 2 min read

Magnum is offering Londoners a cool new offer in the form of a smartphone app designed to give friends the opportunity to share an ice cream together.

M-Pulse incorporates ‘beacon’ technology in order to locate friends and family (with their permission) in respect of Magnum ice cream stockists, providing a range special offers and experiences to boot.

Delivered in tandem with Karmarama and US proximity platform NewAer the app relies on iBeacon technology to pinpoint locations of StickNFind beacons installed on a number of Wall’s fridges in WH Smith stores 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.

“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.

Marc Mathieu, global senior vice president, marketing at Unilever, said: “Startups 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 startup, agencies and an iconic brand like Magnum can collaborate to deliver a transformative social and brand experience.”


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