2013: Smirnoff blurs the line between traditional & digital media with Shazam-enabled spot

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.


Today’s marketing moment was chosen by Marley Kaplan, head of innovation at Kinetic Worldwide. Below, find out why Smirnoff’s Shazam-enabled TV campaign is one of her favorite marketing moments.

I’m excited when brands try new ways of merging traditional and new media. While not every new tech trend sticks (Google Glass, anyone?), the win is in the experimentation.

A marketing moment that stands out in my mind is Diageo's Shazam-enabled Smirnoff Sorbet Light TV campaign. I remember spending Thanksgiving with my cousins in New Jersey and sharing with them how technology and advertising were evolving. In that moment, the Smirfnoff Shazam-enabled commercial came on the TV in the background. This was a perfect case to point out how new startup technology can be applied in various ways across advertising.

When the viewer activated the Shazam mobile app, it brought the ad to life on the consumer’s phone. The app tied into the spot's musical artist, Kathryn Ostenberg and fashion designers, Odylyne and Stella&Dot – along with cocktail recipes for the alcohol at hand.

In my mind, this was a 360-degree campaign of added value to the viewer along with a brand trying something new to blur the lines between traditional and digital media.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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