UK broadcaster ITV has hailed its launch of Shazam-enabled advertising during the final of the Britain’s Got Talent show at the weekend as a success.
ITV said that about 50,000 viewers used the Shazam App to tag Pepsi Max and Cadbury ads in 60 seconds of airtime during special ad breaks during the show.
Viewers who had Shazam on their smartphones were able to enter contests to win summer music festival tickets from Pepsi Max and an Olympic Ceremony package from Cadbury as well as participate in the conversation on social networks. The Pepsi Max ‘Crowd Surfing’ football advert also included the chance to win other prizes, free merchandise and a link to download the Calvin Harris music track Let’s Go.
Simon Daglish, group commercial sales director, ITV said: “We’re thrilled that the first UK Shazam-enabled ads achieved this level of interaction in Saturday’s amazing Britain’s Got Talent final – proving there is a real appetite from consumers to go deeper with quality content including spot advertising. We’re very excited about talking to all our advertisers about this exclusive new opportunity to drive real-time engagement with their brands.”