Volvo taps Shazam TV for second-screen mobile engagement
Editor | 04-11-2012
Media engagement company Shazam, in conjunction with Adforce.ie, is to unveil the first TV ad in Ireland enabled by its technology on behalf of automotive giant Volvo.
The new ad is claimed to be the only advertising solution of its kind in the Irish market, and the Shazam for TV service is attributed with enabling brands and agencies to incorporate a second-screen experience into their ads, leveraging recent trends in media multi-screening to engage active consumers and key brand influencers.
The first ads will air on RTE 1, RTE 2 and on TV3 in three different slots and Shazam is confident that its ‘fans’ can extend their engagement beyond the 30-second adverts for a deeper, more interactive brand experience. Viewers who use their Shazam App to tag the commercial will have an integrated brand experience that includes promotional links and integrated social sharing. They will be able to tag the commercial to sign up for a test drive, find out more about the Volvo V40’s features as well as have the chance to win an iPad mini.
Commenting on why the agency chose to use the engagement company on behalf such a prestigious client, Maeve O’Gorman, digital strategy director at Mindshare Ireland, the media buyers for the campaign, said: “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 (sic) we are creating a unique dual screen experience for Volvo that reflects changing consumer habits and brings the V40 right into their hands.”
“We are delighted to be the first brand in Ireland to be associated with TV Shazam. This is really exciting way of interacting with customers and gives an added dimension to standard advertising,” added Patricia Greene, product and marketing manager at Volvo Car Ireland.