Very Interesting use of Shazam - The QR code equivalent for TV commercials? « Diary of Traveling souls

via ntaboo.wordpress.com

Excerpt:

"In my opinion the Old Navy execution didn’t work simply because of timing. Though we established that our audience watches TV while using their smartphone, it’s hard to expect consumers to have the App ready to go while watching TV. The Shazam prompt in the old Navy commercial came in too early. So if you missed the first five seconds of the ad, you’re missing out on additional content. (but they made up for it in another way)

The progressive commercial on the other hand did a good job at setting up the prompt. The ad had a banner at the bottom of the screen with instruction on when to “Shazam” the ad for additional content. It works but it’s not perfect.
From a practical standpoint, the Progressive ad still fails on some level. Contrarely to music – with recognizable lyrics and sound– these are commercials. Sure they’re scripted, but they’re still commercial. So unless you’ve registered the whole ad in the Shazam database, you have to time the prompt. On top of that, the format of the TV commercial in itself–30 seconds to get the phone, then shazam ready– is a pain. But where one fails another strives..."

Posted via email from Siobhan O'Flynn's 1001 Tales