Argos is launching its first series of Shazam-enabled TV ads during ITV’s X Factor.
The retailer is aiming to use the Shazam app’s audio-recognition technology to drive downloads of its own smartphone and tablet apps during the TV ad breaks.
The move is the latest in a string of tie-ups with brands opting to create ads integrating Shazam since ITV secured exclusive distribution rights for it earlier this year (nma.co.uk 27 April 2012).
It follows brands including Pepsi Max and Cadbury, which were the first brands to trial the ad format in the UK during ITV’s Britain’s Got Talent earlier this year (nma.co.uk 17 May 2012).
Argos, which worked with media agency Mindshare on the campaign, will run ads during ITV’s X Factor this Saturday (24 November). Viewers who have already downloaded the free Shazam app to activate it on their smartphones during the Argos ad. Once they have they will be directed to the Argos smartphone apps from within the Shazam app.
Argos head of brand marketing Carl Nield said, “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.”
Mindshare’s head of mobile James Chandler said, “The connected living room is fast becoming an innovative and exciting space, with Shazam allowing brands to really take advantage of viewer’s dual screening behaviour. Shazam is perfect extension of Argos’ TV ad, driving users from the first screen to the second to download the Argos app.”
Shazam claims 12.2m UK users, with more than 400,000 new users joining monthly.