Shazam Powers Interactivity for Super Bowl Advertising Campaigns
Shazam-enabled Super Bowl commercials extend viewer engagement to the ‘second screen’ of mobile devices
New York, NY – January 10, 2012 - Shazam®, the world’s leading mobile discovery company, today announced that Shazam for TV™ will play a major role in several television advertising campaigns running during the Super Bowl, an event known as much for its cutting-edge advertising as it is for the game itself. This year, Super Bowl sponsors are taking advantage of live second-screen audience engagement by incorporating Shazam into their TV commercials. Several brand sponsors will amplify their spots with unique mobile content and valuable offers delivered to TV audiences in real-time.
Andrew Fisher, Shazam’s Chief Executive Officer, said, “For more than a decade, advertisers have captured the imaginations of Super Bowl fans with their most creative and daring campaigns. This year, Shazam is proud to be a part of that tradition of innovation by partnering with some of the world’s leading brands to offer an unprecedented viewing experience. Over the last year, consumers have used Shazam to unlock special offers and content from the companies they love and know, they will be able to have that same level of interactivity during this year’s biggest television event, Super Bowl XLVI.”
Viewers who have Shazam installed on their smartphones will be able to use the app during The Big Game to enter sweepstakes for major prizes, get additional information about a brand or product, view additional special content, download free music and more.
Since launching Shazam for TV with a Dockers campaign in 2010, Shazam has continued to expand its offering, working with global brands such as Proctor and Gamble, Unilever, Pillsbury, Bud Light and Sony Pictures. To date, Shazam has delivered multiple custom interactive campaigns for partners ranging from global A-List brands to TV shows and one-off events like the Disney Christmas Day Parade on ABC.“No one else has come close to delivering as many unique campaigns, nor do they have our scale, with more than 175 million people who use Shazam,” said Fisher. “Shazam is the leader in second-screen interactive TV, and brands and producers are actively extending their engagement with our proven technology at scale, driving real impact.”
Advertisers integrate Shazam for TV to extend their commercials to the second screen, creating a custom follow-on experience to achieve their goals and engage viewers. For example, when people use Shazam to tag a 30-second spot, they can unlock additional content or shop from their couch. And, since it is saved in their “my tags” list for later, it is automatically “bookmarked” to view anytime and anywhere.
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