10 May 2012 - 11:14am | posted by | 0 comments

Pepsi Max and Cadbury to run Shazam-enabled ads during Britain's Got Talent final

Shazam ads to run during BGT finalShazam ads to run during BGT final

Pepsi Max and Cadbury are to become the first brands in the UK to run Shazam-enabled ads when they debut during this Saturday's Britain's Got Talent final.

Viewers who have the Shazam song recognition app on their smartphone will be able to access exclusive content when the ads run on ITV this weekend.

A new Pepsi Max football advert featuring Didier Drogba, Frank Lampard and Sergio Aguero will urge viewers to 'Shazam' the ad for the chance to win tickets and other prizes.

It will also link to iTunes so fans can download the ad's soundtrack by Calvin Harris and Ne-Yo.

Cadbury's 'Unwrap Gold' ad will give Shazammers the chance to win a London 2012 Opening Ceremony package. The idea and creative was devised by Drum, with the deal brokered by PHD.

ITV signed an exclusive deal with Shazam last month to become the exclusive broadcaster of Shazam-enabled ads in the UK.

Stephen Poole, group multiplatform controller at ITV, said: “The Britain’s Got Talent final is TV at its most engaging and we are really excited to have secured Cadbury and Pepsi as the first brands to give UK viewers the chance to engage deeper with their spot adverts using Shazam.”

Clare Tasker, Cadbury's London 2012 marketing lead, added: "This is a great way to use the second screen around event TV and the use of this innovative technology allows us to get closer to consumers. It is something Cadbury have been doing more and more of over the last 18 months."

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...