
Shazam has announced that several big brands are set to use its Shazamble feature in ad campaigns over the coming months.
Shazamble allows advertisers to give users a second-screen experience during TV ads by launching Shazam and having the app recognise what is playing on TV. The likes of Honda US, Paramount Pictures, Progressive, and Starbucks have ad campaigns in the pipeline that use the feature.
Users can automatically find out more about the advertised products by using Shazam to recognise the ads. Shazam also allows users to share their advertising tags on Twitter, Facebook, and Shazams own Shazam Friends feature.
“Shazam for TV is the industry standard for how companies can use mobile technology to drive deeper engagement with their television ad campaigns,” says Evan Krauss, executive vice president of advertising sales at Shazam. “Were now seeing companies in nearly every industry sector taking advantage of Shazams second screen experience to provide consumers with additional product information or give them an easy and fast point-of-interest retail experience at the click of a button.”
Honda and Starbucks are using the technology to let users unlock clues in scavenger hunt campaigns, while Paramount Pictures are allowing Shazam users to download a live version of a song on the soundtrack of the Transformers 3 movie, by Linkin Park.
Procter and Gambles deployment of Shazam allows viewers to see more information on the environmental benefits of the companys Future Friendly products, while Progressive Insurance will give users that Shazam their ads an automatic quote and download the companys Flo-isms app and a custom wallpaper.
Shazam says that results from other campaigns show a response rate that exceeds that of traditional internet campaigns, with one campaign driving 20 per cent more traffic to a mobile microsite than the brands website received from all sources.