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Tesco uses beacons to share ‘magnum moments’ in three week London localized marketing trial


Magnum ice cream and Tesco are giving Londoners the chance to get together with friends to share moments of Magnum pleasure – as well as special offers – as part of their biggest trial of iBeacons to date.

Customers who download the ‘Mpulse app’ will receive exclusive coupons for discounted Pink and Black Magnums when they pass by iBeacons located in 270 Tesco Express stores across London and via push notifications powered by Urban Airship.

The Android and iOs app, developed and delivered by London based agency Karmarama, will launch as part of the Pink and Black Campaign in London and the South East and will also allow users to invite friends to join them. dunnhumby, the world-leading customer science company, instigated the partnership with Unilever and is evaluating the campaign.

Neil Gledhill, Magnum global brand director, explains: “We’re always looking at innovative ways to deliver on Magnum’s brand promise of delivering pleasure and to be able to do it at scale with a partner like Tesco is fantastic.”

Tony Reed, Tesco Convenience Managing Director, adds: “We’re constantly seeking new and exciting ways for our customers to shop with us and receive great offers. With summer on the way, we’re delighted to trial this concept and can’t wait to get our customers’ feedback.”

Lawrence Weber, Managing Partner Innovation at Karmarama, said: “We’re fascinated by the potential for new technology to join up the retail journey. Work on this trial with Tesco and Unilever has been a great opportunity to learn about consumer reactions to new types of brand communications ”


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