De la pub géociblée et contextualisée pour des glaces !

Temperature in O2 wifi hotspots will dictate whether ice cream ads are served to users.

Mobile operator O2 has a number of free public wifi hotspots spread out across London, and has now started promoting Wall's Ice Cream.

Nothing strange there, until you consider that users won't see the ads until the temperature reaches a certain level.

The adverts for Magnum and Cornetto will only appear on the wifi homepage when the pavements are scorching.

Called Thermal Targeted Proximity Messaging, the programme will run throughout August.