ITV signs up Pepsi for Shazam-enabled ad in BGT final
By Matthew Chapman, mediaweek.co.uk, Thursday, 10 May 2012 11:44AM
ITV will broadcast its first Shazam-enabled ads during the 'Britain's Got Talent' final this Saturday (12 May), with a Pepsi Max spot that will run a competition for festival tickets.
BGT judges: Shazam-enabled Pepsi ad to screen during this Saturday's show
ITV signed an exclusive deal with the audio-recognition service in April in order to become the only UK broadcaster to offer advertisers its functionality in TV spots.
Viewers can use the Shazam app on their smartphones to interact with creative in Pepsi Max’s "crowd surfing" football ad featuring Didier Drogba, Frank Lampard and Sergio Aguero.
Users of the app can activate it during the ad to enter a competition for summer music festival tickets, with other prizes including screen servers and merchandise.
The app will also link to iTunes, so users can download the ad's official soundtrack, the 'Let's Go' track by Calvin Harris, featuring Ne-Yo.
Tiffany Welsh, Pepsi Max UK digital manager, said the initiative fitted in with its audience base because, "Pepsi Max consumers are always at the forefront of digital trends".
Mindshare devised and brokered the Pepsi Max deal.
Cadbury's will integrate Shazam into its "unwrap gold" ad, which will also air during the 'Britain's Got Talent' final.
The Shazam functionality will offer viewers the chance to win a London 2012 Opening Ceremony package as part of the brand’s Olympic sponsorship.
The idea was devised by Drum, with the deal brokered by PHD.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on mediaweek.co.uk
Related articles
- Shazam expands to take on Zeebox
- Pepsi Max unites football and music stars in Facebook app
- Think BR: Advertising for the second-screen
- Pepsi releases limited-edition Michael Jackson cans for global push
- ITV boost brands with Shazam deal
- Shazam appoints vice-president of European ad sales
- Shazam raises nearly £20m to fund expansion
Additional Information
Campaign Jobs
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Planning Director Direct Recruitment £80,000 - £90,000 + bens, East London
- New Business Director - to £70k + Benefits Network Career Consultants £65000 - £70000 per annum + Commission , London
- Sales and Marketing Director - Yorkshire Victoria Plumb Highly Attractive Package Commensurate With Experience, Yorkshire Region
- Group Account Director The Blueprint £70k-80k, London
Most viewed
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- ITV and Channel 4 insist they will beat declining ad market
- EE adds Dare to agency roster to develop digital
Most commented
-
Forget the ‘Store of the Future’; brands need to think about the store of tomorrow
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.
