‘Connected cinema’ from Shazam and Screenvision
April 25, 2013
Cinema advertising specialist Screenvision and media engagement company Shazam have formed an exclusive partnership that will bring the Shazam for TV advertising platform to movie theatres across the US. The marriage of Screenvision’s giant theatre screens and Shazam’s mobile technology and ‘second screen’ experience will enable consumers to engage with many of the ads they see before a movie – allowing them to receive special offers, enter sweepstakes and bring home and share more information about the products and services that pique their interest.
“By working with Shazam, Screenvision now has an unparalleled scale to reach our moviegoing audience, who tends to be tech savvy and armed with smartphones, with a predisposition for connecting and sharing the interesting things they discover,” said John McCauley, Screenvision’s Senior Vice President, Strategic Alliances. “With our national cinema network reaching nearly 40 million moviegoers monthly and Shazam’s 90 million and growing US user base, advertisers have the ultimate platform to reach the mass market and to get them to act on their message.”
“Moviegoers are drawn to the cinema to see the world’s greatest content, and their affinity for the experience of going to the movies puts them in a highly receptive mindset for advertising messages,” continued McCauley. “This delivers unrivalled results, including a 56 per cent Ad Recall and 10:1 Ad Likeability, compared to ads on TV. And now, at the very point that the awareness is created, we can connect moviegoers through a Shazam-enabled experience. This not only gives them a greater opportunity to connect with the brands and products they love, but the ability to take that message home and share it with their friends, right from the comfort of their theatre seat.”
“Our partnership with Screenvision will give movie fans across the country a truly connected cinema experience, enabling them to engage with the ads about the products and services that interest them – at that moment of inspiration – turning interest into action with just one tap on their mobile phone,” said David Jones, Shazam’s EVP Marketing. “Shazam is thrilled to be working with the respected leader in cinema advertising to create a compelling in-theater experience that millions of movie fans around the country can also take home with them and share with their friends.”
Screenvision’s Shazam-enabled cinema advertising programme will be available throughout Screenvision’s national network. As part of the programme, and a unique element, Screenvision will air 15-second reminders within the pre-show to alert moviegoers to pull out their phones and be ready to use the Shazam app. Screenvision will offer their clients the Shazam for TV advertising service as an effective way for brands to connect with their customers, extending their cinema advertising into more than three minutes of engagement.