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Shazam: Connecting TV and Digital Like Never Before - Part 2

  |  January 25, 2013   |  Comments   |  

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.


Streets Cornetto: Enigma Campaign: Long Version from Soap Creative on Vimeo.

Marketing Magazine has a full case study breakdown here.

Old Navy




Bud light




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:

The Asian media landscape is turning digital

Growth story for digital is strong

Asia Pacific dominates media spend globally

Asia Pacific Multichannel TV 2012, Caasba

Device ownership among Internet users in China

U.S. trails China in almost every mobile usage trend

Mobile trends in Asia Pacific

Global online consumers and multi-screen media: Today and Tomorrow

Apple's Chinese iPhone sales "Mind-Boggling," bring China revenues to $7.9B

China over indexes on all mobile usage habits and has highest share of super-connected mobile users 

Forrester global mobile behavior report

Global mobile statistics 2012 Part C: Mobile marketing, advertising and messaging

Global mobile statistics 2012 Home: All the latest stats on mobile Web, apps, marketing, advertising, subscribers, and trends ...

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 Favorite Tune: User Experience Optimization

The Successful Collaboration of Old Navy and Shazam

Superbowl Shazam Ads

Newcast showcases Toyota with the help of Shazam

Shazam is The Future of TV Advertising

There's Power In Shazam's Quarter-Billion Users, But TV Gold In A Smaller Number

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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Simon Small

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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