Music recognition app Shazam has launched Shazam For Brands, offering companies a similar access to data that it has previously used within the music industry.
Earlier this month, Coca-Cola launched its Share A Coke And A Song” campaign, which uses the first-ever Shazam-enabled bottles. When consumers scan lyrics on specially marked bottles and signage, they can record a digital lip-sync video and share their creations on social media with the hashtag #ShareaCoke.
Shazam For Brands will create new specific ad units customised for brands, and will launch with a core toolset to help advertisers engage audiences, including: Shazam Data Insights, an expanded data offering focusing efforts on analysing consumer engagement with content; Shazam Branded Content, using Shazam Live Events and Shazam Next Generation to create branded content, starting with its first live, sponsored events in 2016; and Shazam Brand Connect, which helps brands reach consumers in new ways, with Visual Shazam, which allows consumers to scan real-world items a primary element. Another technology utilised by brands will be Beacons and Audio Watermarking, which have unlocked the ability for any live event to become Shazamable.
Shazam For Brands will also be the official music partner of the 2016 Cannes Lions, the eight-day consortium of creative inspiration, advertising, celebration, education and networking, attracting over 15,000 delegates from around 100 countries. At Cannes, the companys’s advertising and business development teams will highlight how Shazam humanises the brand experience.
“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,” said Greg Glenday, chief revenue officer, Shazam.
“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.”
Philip Thomas, CEO, Lions Festivals, added: “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.”
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