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..
South By Southwest, the legendary music festival in Austin Texas, has in recent years also become an interactive festival, and a magnet for new digital and social media . This year, Pepsi is sponsoring Internet radio station BlogTalkRadio, as they broadcast live from the festival.
Global Director of Digital and Social Media for Pepsi Bonin Bough talked about Pepsi’s reasons for being at SXSW and sponsoring BlogTalkRadio. South By Southwest is a festival that has cultivated its image with digital and social media content creators. It’s hugely attended by cutting edge social media players. According to Bough, Pepsi’s sponsorship is all about being at the crossroads of digital content creation, sponsoring and enabling it.
BlogTalkRadio is an interesting hybrid of an Internet radio station and a blogging/social media site. Their coverage at South By Southwest, sponsored by Pepsi, includes Digital SpeakEasy – a program that highlights what’s new in digital and social media, and Podcast Playground – a place where people can actually record and stream podcasts from SXSW. I’ve noticed a bunch of tweets about Podcast Playground on Twitter the past couple of days, so if the goal is to create buzz, they must be happy.
Bough said the sponsorship of BlogTalkRadio is a way for Pepsi to connect with its customer base in a way that’s very different than a banner click. Twitter, Web Radio, Facebook, You Tube are places where Pepsi is experimenting, according to Bough. Evaluation of these media is not based on a strict click through evaluation, but more focused on connections rather than impressions. “The upside is the potential relationship that we can build,” he says.
It’s great to see Pepsi exploring Internet radio at such a visible venue, and to see BlogTalkRadio creating the kind of unique sponsorships that got Pepsi involved. No doubt other advertisers are taking notice.