Programmatic Lunch

Tesco and Unilever Prepare for Biggest Beacon Trial Yet

Tim Maytom

pink and black magnumTesco and Unilever have partnered to carry out their biggest ever trial of beacon technology as part of a campaign promoting new Magnum ice cream flavours throughout London.

Customers who download the Mpulse app will receive exclusive coupons for discounts on new Pink and Black Magnums when they pass close to beacons deployed in 270 Tesco Express branches across London.

"We're constantly seeking new and exciting ways for our customers to shop with us and receive great offers," said Tony Reed, convenience managing director at Tesco. "With summer on the way, we're delighted to trial this concept and can't wait to get our customers' feedback."

The app is part of a larger campaign promoting the ice creams, and was developed and delivered by London-based agency Karmarama, with push notifications powered by Urban Airship and data science services provided by Dunnhumby.

"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," said Neil Gledhill, global brand director for Magnum at Unilever.

"We're fascinated by the potential for new technology to join up the retail journey," said Lawrence Weber, managing partner for innovation at Karmarama. "Work on this trial with Tesco and Unilever has been a great opportunity to learn about consumer reactions to new types of brand communications."