Shazam rolls out new brand connect feature for more engaging mobile ads

Anne Freier

In Mobile Advertising. April 20, 2016

Music app, Shazam, has rolled out Shazam for Brands to enable brands to connect with audiences through mobile marketing. Brands now get to publish data-driven story ads to feature their own content.
Shazam for Brands Coke ad
Greg Glenday, Chief Revenue Officer, Shazam, says:
greg glenday

“We are launching Shazam for Brands because we believe Shazam is uniquely positioned to become the default platform for connecting the mobile world with the real world. This began with music identification, and has allowed us to be the first to occupy invaluable real estate on smartphones around the world. Today’s launch introduces new technology and content tools for brands to utilize data and engagement in a way defined by the very audiences they seek.”

Coca Cola is among the first brands to utilise Shazam for Brands, having launched its “Share a Coke and a Song” campaign. It uses lyrics on Shazam-enabled bottles, which users can scan and then record their own digital lip-sync video to share on social media using the hashtag #ShareaCoke.
In addition, Shazam for Brands will be the official music partner for 2016 Cannes Lions. Philip Thomas, CEO, Lions Festivals, adds:
philip thomas

“In the year that we launch Lions Entertainment, we’re delighted to have Shazam on board as a partner. Their ‘Sound of Cannes’ activation is set to be an exciting showcase of Shazam for Brands and we’re looking forward to putting this in front of the Cannes Lions delegation which is made up of the entire creative communications ecosystem.”

Shazam for Brands features data insights to help partners gain an overview of engagement data as well as predict hits and opportunities. Brand messages can be measured for effectiveness. It also includes Branded Content to build fan engagement as well as live events and Next Generation promotions. Brand Connect lets advertisers reach consumers through a variety of creative tools such as visual scanning of codes, beacons and audio watermarking.