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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in