Shazam launches visual recognition content offering for brands

Music app confirms a host of Australian brand partners for the launch of its augmented reality capabilities including Universal Pictures and Warner Bros.

Music identifying app, Shazam, says its new visual recognition functionality transforming static images into dynamic pieces of content will help brands better engage with mobile consumers.

The new augmented reality capability allows brands to trigger dynamic content, offers, give consumers the ability to purchase items, or to share content on a consumer’s mobile phone. The imagery is triggered by either clicking on the Shazam camera logo, or a QR code on posters, packaged goods and print media.

Its launch comes off the back of Shazam’s partnership with Digimarc last December. Digimarc produces media management technologies including its digital IDs, which are designed to enable PCs, networks and devices better link brand impressions and objects of interest.

Shazam also confirmed a number of Australian launch partners, including Universal Pictures, Southern Cross Austereo and Warner Bros. Interactive Entertainment.

Universal Pictures, for example, will be using Shazam-enabled out-of-home artwork, TV commercials and theatrical trailers to provide cinema fans with additional content and competitions around upcoming blockbuster movies.

“We wanted new ways for people in Australia to engage with our upcoming blockbuster movies, Jurassic World and Minions,” said Universal Pictures marketing director for International Australasia, Suzanne Stretton-Brown. “The launch of visual functionality on Shazam is allowing us to make our movie artwork more interactive and exciting.”

Similarly, Warner Bros. is promoting the upcoming Batman: Arkham Knight video game in advance of its 24 June launch using Shazam’s interactive content capabilities.

Southern Cross Austereo, meanwhile, is embarking on an outdoor and TV advertising campaign using the Shazam-enabled technology to encourage audiences to engage more with content via their mobile phone.

Globally, a host of other brands have also signed on to use the new visual Shazam technology including The Walt Disney Company, Target, Esquire, The Wall Street Journal, HarperCollins Publishers, Evian and Guerlian.

“The launch of visual Shazam allows us to uniquely lay claim to the ability to make all elements of brands’ media and marketing mix clickable, via an app that as significant amount of people already have on their devices,” Shazam VP of Asia-Pacific, Steve Sos, said.

“The introduction of visual recognition is another step on our journey to extend the ways people can use Shazam to engage with the world around them,” adding the company’s CEO, Rich Riley. “For brands, we’re providing a near-frictionless way to engage customer son their mobile devices, with a single tap of a button.”

The capability will be automatically installed on a consumer’s mobile phone with the latest version of Shazam. The company claims to have more than 100 million monthly active users globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in