We designed a strategy to drive sales by leveraging new technologies, while helping Magnum re-engage with consumers and broaden their database. We developed an algorithm to detect the level of pleasure felt towards a given stimulus, and so using a special video invited users to test their desire for a Magnum. While playing the video, the algorithm scanned pupil dilation and other 17 micro expressions through the cellphone's camera to measure the level of pleasure and turn this data into a discount: the more they wanted a Magnum, the more discount they could get.
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