Unilever-owned ice cream manufacturer Streets has launched what it claims is Australia’s first facial recognition billboard, which it is using to promote its Magnum Infinity product.

The billboard, on display in various locations in Sydney, Melbourne and Brisbane, uses a camera with built-in facial recognition technology. Those viewing the screen are invited to ‘smile’ to activate the device and then ‘virtually bite’ the Magnum Infinity on the billboard.

With each attempt at ‘biting’, the camera registers the user’s mouth movements and imitates it by biting the ice cream on the screen. Passers-by can also smile to have their photo uploaded on the Streets Magnum Facebook page.

Andrea Martens, Marketing Unilever’s Director of Ice Cream and Hot Tea, comments: ‘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.’

Web site: www.streets.com.au .

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