Streets launches Australia’s first outdoor facial recognition billboard for Magnum Infinity

Streets has launched Australia’s first outdoor facial recognition billboard for Magnum Infinity, on display in Sydney, Melbourne and Brisbane.

The Magnum Infinity billboard supports the launch of the new Magnum Infinity, which was launched in March this year and is themed around ‘intense pleasure for longer.’

The campaign kicked off with a teaser consumer promotion in front of Sydney’s Customs House, which saw a dramatic exhibition of dancers emerge from a branded Magnum Infinity box. The campaign has since been promoted nationwide through TV, Magazines, PR and Outdoor & Digital Advertising.

The billboard will use a camera with facial recognition technology that provides the user with instructions via a 3-step screensaver. After smiling to activate, the user begins to bite the Magnum Infinity on the billboard. With each attempt at biting, the camera in the billboard will register the user’s mouth movements and imitate it by biting the ice cream that is on the screen. Users can also smile for their photo to be uploaded on to the Streets Magnum Facebook page.

Says Andrea Martens, Marketing Director, Ice Cream and Hot Tea, Unilever: “We wanted to bring the pleasurable experience of new Magnum Infinity to life in a fun way, and the interactive concept of the facial recognition billboard does just that. We hope that Magnum lovers will have a great time trying to bite into the virtual ice cream and that they’ll go on to try the intense pleasure of the real Magnum Infinity for themselves.”

Says Joe Peschardt, Corporate Director of Spinifex Group, who created the billboard: “We are very excited to help Magnum launch Australia’s first ever facial recognition billboard. In partnership with JC Decaux, we were able to combine the latest in technology with the art of great storytelling to deliver a highly immersive, unforgettable experience. For us this is just the beginning and we’re looking forward to working with Unilever to keep pushing the boundaries of outdoor media.”

The activation will take place over the next two weeks in each of the following locations:

Sydney: Martin Place, Pitt Street Mall and Circular Quay

Melbourne: Flinders Street Station Concourse and Southern Cross Station Concourse

Brisbane: Queen Street Mall and Brisbane Central Station