Microsoft has partnered with Shazam to bring second-screen functionality to its ‘Beauty of the Web’ TV ads.

The ads, which feature the song Too Close by Alex Clare, will feature an added on-air prompt to encourage users to use the audio recognition app to watch exclusive performances and interviews with the artist, and enter a competition having the chance to see him perform live at London’s KOKO.

The campaign was planned by UM London, with creative handled by Wunderman. 

“The new Internet Explorer campaign marks another great implementation of the Shazam for TV service in the UK,” said Miles Lewis, Shazam’s vice-president advertising sales for Europe. “Earlier this year, people were already using Shazam with the ad campaign to identify Alex Clare, the artist featured in the campaign. They drove Clare to the top of the Shazam Tag Charts in the US and UK, and boosted him in the national charts, as well.”

Too Close received 1,792,594 Shazam tags after the song was used in the Internet Explorer ads, helping push it to fourth place in the UK Official Charts in May.

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