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Coca-Cola Shazam

Shazam ramps up brand offerings following Coke collaboration

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By Minda Smiley, Reporter

April 19, 2016 | 2 min read

Last month, Coke teamed up with Shazam to give consumers the chance to scan the brand’s ‘Share a Coke and a Song’ cans and record a short ‘lip-sync’ video that could be shared on social. Now, the music recognition service is rolling out an initiative called ‘Shazam for Brands’ that will give advertisers a number of ways to work with the app.

The app has worked with brands in the past on different initiatives, including Coors Light and Target, but ‘Shazam for Brands’ formalizes its offerings and gives advertisers new ways to work with it.

For example, Shazam will give brands the chance to align themselves with potential up-and-coming artists by using its predictive analytics to determine which songs are likely to become popular in the near future. It will also measure “the effectiveness of a brand’s message through analysis of behavorial patterns.”

Following the ‘Share a Coke and a Song’ collaboration, which created the first-ever Shazam-enabled bottles, ‘Visual Shazam’ will allow consumers to scan real-world items like print ads, packaged goods, and displays.

Shazam will also use technologies like ‘beacons and audio watermarking’ to make any live event ‘Shazamable.’

According to the company, its users Shazam more than 20 million times each day.

Coca-Cola Shazam

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