Argos is set to use audio recognition app Shazam in its Christmas advertising in a bid to boost its mobile sales.
Seven per cent of Argos’ £3.9billion total sales come from mobile, but the retailer plans to grow this as, according to Nielsenwire, eight per cent of UK consumers use a mobile device while watching TV.
Thus, by integrating the Shazam app with its ads the retailer hopes to take advantage of the growth of “dual-screening” behaviour.
Shazam uses a phone’s built in microphone to gather a sample of music being played, allowing the user to identify any track they are listening to; but the app can also ‘listen’ to audio from advertisements to launch branded experiences on users’ mobile devices when it recognises the soundtrack.
The Shazam symbol will feature in the ads inviting users to activate the app which will then direct them to its mobile app or mobile site. The ad will first air November 24 during X-Factor.
Carl Nield, head of brand marketing at Argos, commented: “We’re really excited about being the first retailer to bring a ‘Shazam-able’ TV advert to UK consumers. Mobile is our fastest growing channel so we are constantly looking at new ways to interact with our customers through this and other digital platforms.
“Shazam for TV allows us to reach out to a potential new audience of Shazam users and link our digital apps with traditional media.”
The Argos TV advert was created by CHI and Partners with the Shazam activity developed by Mindshare.