Fri Feb, 2012 by Derek Mehraban
Mobile application Shazam is using the Super Bowl on Sunday night to rollout a new function. Shazam is an app that listens to the music in the background and then identifies the song for the user. Links are then provided to the song’s lyrics or to a place to purchase the track. Until now that was the extent of Shazam’s applicability and monetization. During the Super Bowl though Shazam will roll out a new use.
Users will now be able to Shazam during the game or during advertisements. Shazam will then direct the user to appropriate information as well as places to make purchases for the items being discussed on the screen. An ability to catalog video and sounds will help monetize not only Shazam but participating partners as well.
The digital marketing firm should; be very enthused by this development. Not only can an online marketer use Shazam to bridge the analog-digital divide for when customers are watching TV, but also for when customers come across a competitor’s advertisement. An example could be Maytag being tagged by Shazam when someone applies the app to a General Electric commercial. Shazam could also be used on complimentary goods like pizza and beer instead of just supplemental goods. A whole new way to involve digital marketing is opened up by Shazam and creative applications thereof.