Following on from the partnership announced last month, which saw ITV become the exclusive UK distributor for Shazam functionality in UK broadcast advertising, ITV has signed up Pepsi MAX and Cadbury as the first brands to offer UK viewers the chance to use Shazam with their adverts.
Viewers who have Shazam installed on their smartphones – currently more than 10 million in the UK – will be able to use the app to interact with the enabled adverts from Pepsi MAX and Cadbury during the the broadcast..
Pepsi MAX’s new 2012 football advert ‘Crowd Surfing’, with Premier League stars Drogba, Lampard and Agüero, will feature the option to use Shazam for the opportunity to win tickets to popular festivals happening this summer and unlock other prizes, free screen savers and merchandise. It will also link to iTunes so fans can download the ad’s official soundtrack.
Cadbury’s brand new Unwrap Gold advert will offer viewers the chance to use Shazam to win a London 2012 Opening Ceremony package as part of its wider Unwrap Gold campaign.
Clare Tasker, Cadbury London 2012 Marketing Lead said: “We’re very excited about making our advert interactive and giving consumers the chance to win a once in a lifetime prize. This is a great way to use the second screen around event TV and the use of this innovative technology allows us to get closer to consumers.”