Call a Company ‘Shazam’, and it must be doing something magical.
The British start-up has come a long way since its earliest days in 2000. Back then Shazam’s song recognition was done by text message that cost 50p sterling each time. 15-years later, it has evolved into the ninth most downloaded app of all time – that’s 700 million downloads globally. So it’s no surprise that like Google, the Company’s name has morphed into a verb.
Eager to learn more, Ogilvy London asked Sam Woods, UK Vice President at Shazam, to tell us some stories that use music to connect brands and customers.
Here are our three key takeaways:
1. Nail personalisation
Earlier this year, Shazam announced a partnership with Gimbal that will see proximity-based marketing integrated into its music recognition app. The ‘beacons’ produce context awareness, proximity and personalisation technology, which are enabling brands to provide a more personalised experience to Shazam users.
During summer, Coke found a stunning way to successfully extend this experience across the senses by using Shazam ‘beacons’ to enable mobile users to experience drinking a Coke Zero from an ad. See it in action here.
2. Own the sound of your brand
Last year, John Lewis displayed its advert banners underneath the songs used by its rivals; Marks & Spencer and Debenhams.
Recognising this, Miles Lewis, Shazam’s Global Vice President, pointed out that rival retailers might have missed a trick by not securing the ad placements against their TV spots. He said: “The debate we’re having with agencies and clients is – you’ve spent all this time on SEO perfecting and protecting your brand but now there’s this new frontier… Audio IP has developed, and some agencies and clients see this as an opportunity. Why would you let a rival brand buy that?”
3. Choose the music for your campaign wisely
Music artist, DeJ Loaf, began gaining traction in her hometown of Detroit in August 2014. The trend, set by tastemakers in Detroit, was amplified by similar music enthusiasts in the larger markets of NY, LA and Houston from October. She went on to rise to no. 1 in the NY Shazam chart – a huge indicator that she would go on to break through as a mainstream artist.
How exactly does it work? Shazam combines critics’ reviews alongside the number of people that have used Shazam to find a song to understand which artists are generating the most interest. This means that Shazam is able to use consumer behaviour to better judge the artists that have already started to pique the interests of listeners and are starting to gain traction. So, a brand that uses Shazam data to choose the music for its campaign is destined to gain a higher reach than ever anticipated.
Want to learn more? Check out the presentation below.