Shazam drives Volvo ad on Irish TV
November 5, 2012
Media engagement company Shazam and multi-platform advertising network Adforce.ie have confirmed that the new Volvo V40 commercial will be the first Shazam-enabled TV ad in Ireland. Starting November 5, when viewers use their Shazam App to tag the commercial, they will have an integrated brand experience that includes promotional links and integrated social sharing.
The new Volvo ad enables people to tag the commercial to sign up for a test drive, find out more about the Volvo V40’s features as well as having the chance to win an iPad mini. The first ads will air November 5 on RTE 1, RTE 2 and on TV3.
“Shazam fans can extend their engagement beyond the 30-second adverts for a deeper, more interactive brand experience,” suggested Miles Lewis, VP Advertising, Shazam.
“I wanted to include Shazam in this campaign because strategically I felt that it brings a level of interactivity to our TV campaign which will drive deeper user engagement. We’ve seen recent Yahoo and Nielsen studies which indicate that 86 per cent of people now use their mobile while watching TV, so by making this Volvo ad Shazamable, we are creating a unique dual screen experience for Volvo that reflects changing consumer habits and brings the V40 right into their hands,” added Maeve O’Gorman, Digital Strategy Director at Mindshare Ireland, the media buyers for the campaign.
Patricia Greene, Product and Marketing Manager at Volvo Car Ireland, described Shazam as a “really exciting way of interacting with customers” which gave an added dimension to standard advertising.
Kevin Foley, Commercial Director at Adforce.ie, said it was refreshing to see an agency and marketing team that clearly understod that media consumption was not just about one screen, but a multi-screen experience.