Shazam is an app that you can use to tag songs and identify them. Hear a song and wonder what it is? Shazam identifies the song for you and offers you the lyrics. It also lets you preview and purchase the song, watch the video, and learn more about the artist. You can share songs with your friends as well. They have more than 175 million people using the service in 200 countries.

Shazam encouraged users to use Shazam to tag the halftime performances of artists and get exclusive content. Sponsored by Bud Light, the promotion offered both a Shazam logo on the screen and announcer promo telling the tv audience that they could use the app to tag artists and ads, enter contests and get special offers. Sponsor tie-ins included Toyota, offering a win a car sweepstakes, Cars.com which let viewers use the Shazam app to donate a buck to charity, and Pepsi which offered a free music video to viewers who used the app.

Shazam reported that football fans tagged content millions of times during the halftime show and ads. No word on how many folks downloaded the app during the show to use it, but I’m guessing there was a lot of traffic for that as well.

Simply by making music more interactive, Shazam was able to put itself at the center of one of the biggest tv events of the year. Here’s the Bud Light tv commercial featuring Shazam..