LONDON--(BUSINESS WIRE)--ITV, the UK’s biggest commercial broadcaster, and Shazam®, the world’s leading media discovery company, today announced the UK’s first Shazam-enabled ads will feature in the Britain’s Got Talent Final on Saturday 12th May.
Following on from the partnership announced last month, which saw ITV become the exclusive UK distributor for Shazam functionality in UK broadcast advertising, ITV has signed up Pepsi MAX and Cadbury as the first brands to offer UK viewers the chance to use Shazam with their adverts.
Viewers who have Shazam installed on their smartphones, currently more than 10 million in the UK, will be able to use the app to interact with the enabled adverts from Pepsi MAX and Cadbury during the The Britain’s Got Talent final this Saturday.
Pepsi MAX’s new 2012 football advert ‘Crowd Surfing’, with global superstars Drogba, Lampard and Agüero, will feature the option to use Shazam for the opportunity to win tickets to popular festivals happening this summer and unlock other great prizes, free screen savers and merchandise. It will also link to iTunes so fans can download the Calvin Harris track “Let’s Go” feat. Ne-Yo, the ad’s official soundtrack.
Cadbury’s brand new Unwrap Gold advert will offer viewers the chance to use Shazam to win a London 2012 Opening Ceremony package as part of its wider Unwrap Gold campaign. The idea and creative was devised by Drum, with the deal brokered by PHD.
Stephen Poole, Group Multiplatform Controller, ITV said: “The Britain’s Got Talent final is TV at its most engaging and we are really excited to have secured Cadbury and Pepsi as the first brands to give UK viewers the chance to engage deeper with their spot adverts using Shazam.”
Shazam VP Advertising, Miles Lewis, said, “We are thrilled to debut award-winning Shazam for TV™ advertising with two leading global brands, Cadbury and Pepsi, during ITV’s Britain’s Got Talent, one of the most popular entertainment shows in the country. Millions of Shazam fans in the UK can now extend their engagement beyond the 30-second adverts and have a deeper, more interactive brand experience.”
Tiffany Welsh, Pepsi MAX UK Digital Manager commented: “Pepsi MAX consumers are always at the forefront of digital trends so we’re delighted to be one of the first brands to offer this innovative and interactive second-screen experience. We hope through Shazam, our fans will enjoy engaging with the brand in a new and exciting way.”
Clare Tasker, Cadbury London 2012 Marketing Lead: “We're very excited about making our advert interactive and giving consumers the chance to win a once in a lifetime prize. This is a great way to use the second screen around event TV and the use of this innovative technology allows us to get closer to consumers. It is something Cadbury have been doing more and more of over the last 18 months.”
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About ITV Plc
ITV is the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV1, ITV2, ITV3 and ITV4 and CITV which are broadcast free-to-air. ITV is also focused on delivering its programming across multiple platforms including itv.com, video on demand on cable television and other ‘closed’ platforms, mobile devices and games consoles. ITV Studios produces and sells programmes and formats in the UK and worldwide, and comprises of ITV’s UK and international production operations, international distribution, home entertainment, publishing, merchandising and licensing.