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."