Magnum taps Shazam for “Release the Beast” global campaign


Unilever’s Magnum is partnering with Shazam to add a novel interactive dimension to the ice-cream brand’s latest global campaign.

The partnership will be used to promote the launch of a new range of premium ice creams, Magnum Double.

The whole campaign will be Shazam-enabled, either through visual recognition on print and OOH ads, or audio-recognition-enabled TV and cinema commercials.

By Shazaming the various campaign creations, users instantly access the “Release the Beast”
exclusive experience: the full-length “Release the Beast” film, a “Discover Your Beast” quiz, an
overview of the new indulgent Magnum Double range and the link to Jack White’s song “High Ball

Stepper” featured in the commercial.

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


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