Shazam’s move from music discovery platform to second screen app continues today as the company launches an exclusive ad campaign with Volvo in Ireland.
From today, and over the next month, Irish TV viewers will be able to use the Shazam app when Volvo’s ad appears on TVs to sign up for a free test drive of the latest Volvo V40 as well as discover more about the car.
Mobile advertiser Adforce.ie was responsible for the development of the ad campaign which will see the ads broadcast on the country’s national TV stations, RTÉ 1, RTÉ 2, and TV3. The move comes as more and more advertisers and marketers are integrating mobile and tablet devices into their media campaigns.
With higher user engagement with mobile ads and the rapid rise of mobile devices – indeed the market is ever growing; in the past week we’ve seen the launch of new devices from Apple (iPad Mini), Google (Nexus 4, Nexus 7 cellular, Nexus 10), Microsoft (Surface tablets), and Amazon (Kindle Fire HD) – we should expect to see more such campaigns in the future
Maeve O’Gorman, Digital Strategy Director at Mindshare Ireland said the inclusion of Shazam should bring longer lasting engagement with the ads than they would otherwise have.
“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 Nielson studies which indicate that 86% 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.”
Shazam’s VP Advertising, Miles Lewis, agreed, said that the application of the Shazam app should bring the ad to a greater and more engaged audience;
“Shazam fans can extend their engagement beyond the 30-second adverts for a deeper, more interactive brand experience.” The Commercial Director at Adforce.ie Kevin Foley said that the move to include mobile interactivity is a sign of the changing nature of advertising and consumers.
Users can download the Shazam app from their website and check out the ads from today;
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