O2 has entered into an exclusive sponsorship deal with mobile music discovery service Shazam which will enable it to deliver highly targeted ads for its Priority Tickets service to Shazam users. Customers will be served relevant ads for O2 Priority pre-sales based on the music they have tagged through Shazams iPhone application. The dynamic ads will be delivered using 4th Screen Advertisings ad serving platform, Mpression.
O2 Priority Tickets is a unique offer for O2 customers which gives them the ability to buy tickets for gigs at The O2 and O2 Academy venues up to 48 hours before they go on general sale. O2s sponsorship of Shazams iPhone app means that customers will only see ads for pre-sales which they might be interested in, based on the artists or tracks they have tagged using Shazam. For example, if a Cheryl Cole pop song is identified and shes performing at The O2 or one of the O2 Academy venues, the ad will promote the gig. 
These relevant and contextual ads will be delivered using a variety of formats,  including standard banners and integrated links. Shazams iPhone app is free to download via the App Store.
Were always looking at innovative ways in which we can engage customers with Priority Tickets and make sure they hear about pre-sales for their favourite bands, says Shadi Halliwell, Head of UK Brand Communications at O2. Shazam is one of the most popular apps on the iPhone, and a perfect way of reaching potential customers.
4th Screen Advertising Managing Director Mark Slade describes the campaign as: the most integrated and engaging campaign 4th Screen has run as an agency in our four years of trading. He adds: Its great to see forward-thinking brands, like O2 and Shazam, leveraging our new rich media formats. We will be launching a number of innovative new formats in 2010, plus well be looking to replicate this model in other markets.
Jonathan Symons, EVP of Business Development at Shazam, says there is a perfect fit between Shazams consumer base of music fans and the objectives of the O2 Priority campaign.  
The use of rich media and highly targeted campaign messages results in an engaging and rewarding experience for Shazam users, says Symons. This is a first for us, and we will be taking this model and new ad formats to other markets.
Shazam currently has over 50 million users to date. 4th Screen Advertising secured a Europe-wide mobile advertising deal with Shazam in October 2009.