Unilever has partnered with Shazam to connect every element of the latest European campaign for its Magnum ice cream brand to digital.

All out-of-home, print, TV and cinema ads in the 'Release The Beast' campaign, promoting the Magnum Double product, will be Shazam-enabled, via visual or audio recognition.

By scanning these ads using the Shazam app, users will be able to access the full-length film, an interactive quiz and a link to the Jack White song featured in the TV ad.

The campaign runs until August in the UK, Ireland and Spain, and until September in Italy and Turkey.