ITV's exclusive partnership with Shazam offers advertisers the ability to interact with their customers like never before
Shazam is a mobile and tablet-based sound identification service more commonly known for music tags, but it’s capable of a whole lot more.
Now, Shazam enables viewers at home to tag broadcast and VoD ads during their favourite programmes, allowing them to discover, explore and share more content and brands they love in as little as a second.
How it works
All you need is a TV ad and a smartphone with the Shazam app installed. When you see the Shazam logo during a TV commercial, activate the Shazam app, sit back and enjoy the extra content on your mobile phone.
1. Reach Further
It allows brands to extend the reach and depth of their campaigns to mobile phones creating a unique interactive consumer experience.
2. Discover More
Discover extra content, whatever that may be. Watch unseen footage, check out the showcased product picture gallery, enter competitions and buy stuff.
3. Share the Experience
You've found that great bit of content…. Be the talk of the town and share the experience with all your friends through popular social media sites.
The results
In a first for British television, 30-second Shazam-enabled Cadbury and Pepsi advertisements ran during the Britain’s Got Talent (BGT) final in May 2012 to an audience of 12.1 million.
The response was unprecedented with around 50,000 viewers used the Shazam App to tag the Pepsi MAX and Cadbury ads.
Cadbury
The Cadbury’s 'Unwrap Gold' ad gave BGT viewers the chance to win a London 2012 Opening Ceremony package, join the conversation via social media and watch addition Cadbury commercials.
The Shazam-enabled Cadbury ad generated over 26,000 tags across three spots.
- 26.399 interactions
- 23,928 answered the question
- 23,518 entered their details
- 17% clicked to learn more about the campaign
Pepsi
The Pepsi 'Crowd Surfing' ad featuring football superstars Drogba, Lampard and Agüero gave Shazamers the opportunity to win tickets to popular festivals, and other great prizes, free screen savers and merchandise and join the conversation on social media.
It also linked to iTunes so fans could download the ad’s official soundtrack: Calvin Harris’ “Let’s Go” featuring Ne-Yo.
The Shazam-enabled Pepsi ad generated over 34,000 tags across three spots.
- 34,450 interactions
- 19,893 click-throughs to more content
- 61% interaction rate
Benefits to advertisers
- Ad engagement builds over the course of the campaign
- Significant uplifts for campaigns with opportunities to win
- Viewers like the ease of use
- Increase in web traffic
- Increase in traffic to brands’ social media channels
To find out how Shazam can enhance your brand, email ITVOnlineSaleManagers@itvplc.com