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Unilever collaborates with Tesco to launch biggest trial of iBeacons


Unilever has partnered with Britain’s biggest retailer Tesco to give Londoners the discounted Magnum ice-creams via an app on their smartphones. Consumers across London will be encouraged to download the Mpulse app to secure cheaper Magnum products.

iBeacon technology will operate by triggering exclusive offers and discount coupons for Pink and Black Magnums to consumers who have downloaded the Mpulse app when they pass selected stores. The iBeacons will be located in 270 Tesco express stores across London via push notifications that are powered by Urban Airship.

Neil Gledhill, Magnum Global Brand Director said: “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.”

The Android and iOs app, developed and produced by London based British advertising agency Karmarama, will launch as part of the Pink and Black Campaign in London and the South East. The app will allow users to invite friends to join them to take advantage of the deals over the summer. Customer science company Dunnhumby instigated the partnership with Unilever and is evaluating the campaign

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.”

Tony Reed, Tesco Convenience Managing Director, said: “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.” 

Talya Misiri 

Published on Friday 12 June by Editorial Assistant

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