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

Latest Videos

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

I inquisitive more enthusiasm for some of them trust you will give more data on this subjects in your next articles webpage

Jennifer Reagan

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

I recommend only good and reliable information, so see it webpage

Jennifer Reagan

What automated design is going to do to 3D printing and product customisation

Read more

Thanks, that was a really cool read webpage

Jennifer Reagan

Report: Accountability key to marketing's influence in business

Read more

Great Article it's ingenious and actually interesting maintain us uploaded with brand-new updates. its was really beneficial. many thanks...

Jennifer Reagan

Foxtel employs wearable technology to give AFL fans a more sensory experience

Read more

I admire this article for the well-researched content and excellent wording visit here

Jennifer Reagan

Will 3D printing be good for retail?

Read more

Blog Posts

The 10 commandments of marketing in COVID times

With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?

Duncan Wakes-Miller

GM, marketing, Audika Australia and New Zealand

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Sign in