AR (augmented reality) technology company Blippar has teamed up with Unilever’s Magnum ice cream brand and Mindshare to launch its first Asia-Pacific campaign using its AR digital placement (ARDP) unit.
The ‘Make My Magnum’ experience allows users to create their own personalised Magnums—by selecting from a list of 18 toppings—on their smartphones using Blippar’s ARDP. Online banner ads entice users into the experience, and they don't have to download a separate app.
Once they create their dream treat using the phone’s camera inside Magnum’s Blippar-created mobile AR environment, consumers can save their ice cream and order it for collection at Magnum’s Pleasure Store in ION mall on Singapore’s Orchard Road.
Consumers also get a discount on their custom ice cream, which is a key facet of the campaign’s online-to-offline aim of driving engagement, footfall and sales for Magnum. To emphasise this further, users can access Google Maps while in the AR experience to take them directly to the Magnum store.
Chris Bell, Blippar APAC commercial director, said he is pleased to bring the ARDP technology to the region, and “very excited” to work with both Unilever and Mindshare.
Tricia Yang, managing partner and Mindshare, said: “The Magnum campaign is the latest initiative we have partnered with Blippar in enriching the customer experience with its disruptive technology. We’re excited about the way it allows the brand to reach and engage the ever-demanding customers in a more personalised experience.”
We reported on another Magnum initiative in this recent article for Premium subscribers:
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