Cornetto, Old Navy, and Bud Light are already creating multi-device companion experiences through tech players such as Shazam. Consider these resources.
In my previous column, I explained the impact of mobile on TV in Asia Pacific and how 250 million Shazam users are responding to a multi-device experience. The potential for brands to build mobile-optimized experiences is limitless. I'll now present you with how brands are already experimenting with the opportunities below.
A bunch of Shazam examples and case studies
Try them out for yourself. If you don't have Shazam, download it here.
Marketing Magazine has a full case study breakdown here.
So I'm excited. Multi-device companion experiences are what consumers are looking for, it delivers a massive lift in return on investment and Shazam (among other tech players) is leading the way making it easy and exciting for brands.
But beware, if someone makes the effort to Shazam an advert and they get limited value, they'll jump straight on social and tell everyone about it. Damaging the brand rather than enhancing it.
So think about the context that your customer is responding to your ad, understand how you can extend the experience and importantly what impact it has on your bottom line.
For those of you who love stats here's an infographic about Shazam
Further reading on Digital in APAC:
Further reading on Shazam
Shazam adds TV tagging
The silent giant infiltrating it's way into everyone's pocket, 250m people to be precise tagging 10m pieces of audio content a day. What's really exciting is the integration they've created with TV advertising, enabling brands to create 'Shazamable' TV ads that delivers customised brand experienced directly to their phone. Shazam is enabling the companion app experience for brands without the need to build their own platforms. And was used by nearly half of the Superbowl advertisers.
Shazam's Seoul office
104 658-8 Bokjung-dong Seongnam-si Kyunggi-do, Korea 461-830
Shazam's APAC Advertising contact
Steve Sos (APAC)
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As Executive Planning Director at Visual Jazz Isobar Australia, Simon Small has established one of the country's largest digital strategy teams, comprised of 30 planners, data analysts, researchers, and social media specialists. Social media is focal point for him, having initiated best-practice processes and a team of community managers who oversee social influencers, promotional campaigns, bought advertising, customer service, and crisis management. A digital advocate for many years, Simon established the industry body, Love Digital, which was later merged into Marketing magazine, and co-founded Melbourne's Social Media Club. He continues to support AdSchool as Head Lecturer in digital strategy and recently rewrote the national curriculum for the course.
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Hong Kong, 8-9 December
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December 9, 2014
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