Shazam: Connecting TV and Digital Like Never Before - Part 2
Cornetto, Old Navy, and Bud Light are already creating multi-device companion experiences through tech players such as Shazam. Consider these resources.
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.
Cornetto
Streets Cornetto: Enigma Campaign: Long Version from Soap Creative on Vimeo.
Marketing Magazine has a full case study breakdown here.
Old Navy
Toyota
http://www.youtube.com/watch?v=WEXN9sdW_SE
Bud light
http://www.youtube.com/watch?v=_yPpWntmacY
Absolute
http://www.youtube.com/watch?v=Q2ftooxB8aQ
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
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
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
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)