After a long day of writing descriptions for our awesome product selections, I like to come home and unwind. Unwinding is nothing too hardcore: just sitting on my sofa with my TV remote in hand, ready for a night of mindless TV.
On one of these recent nights I couldn’t help but notice that during a Marshall’s ad there in the bottom right hand corner there was the blue rectangle with the ‘Shazam’ app available for all to see (Just to clarify, ‘Shazam’ is nothing like ‘Kazaam’). I naturally made a mental note to “scan” it the next time the commercial aired.
During the next commercial break, there it was again. I scanned it with my iPod Touch and didn’t know what to expect. It loaded and sent me to their mobile website where I could send a Christmas carol to a friend. Well, that wasn’t worth the energy it took to get up and grab my iPod.
Then a few nights later a Pillsbury ad aired and again there was the Shazam app in the corner. I cringed and figured I’d give it another shot. Lo and behold, after it loaded I was sent to a website that had a recipe for the dish that was shown on the commercial. Now that was worth getting my iPod for!
So, what’s the deal with the sudden increase in television commercials having Shazam in them? According to a press release from Shazam, a “survey commissioned by Nielsen and Yahoo! found that 86 percent of smartphone users are engaged with their phones while watching TV.” That’s quite a bit of people just sitting there watching TV with their smart phone nearby. Why not capture them?
Shazam has over 150 million people using the app, so of course other companies would also be jumping at the chance to create another way to interact with them. American Express, Paramount Pictures, and Honda are just a few examples of companies that are working with Shazam to give consumers an entertaining and engaging way to interact with their commercials. When someone Shazams an ad, they have access to additional information, special offers, or even exclusive downloads or discounts.
Now, if I may get a bit ‘ranty’ here… I applaud the companies using Shazam to interact with customers on another level. However, I think Shazam should be a bit more choosy with what companies they work with. If every single commercial on TV has the app in it, then what makes it special? When it starts showing up in a Comcast Xfinity commercial, you know it’s overused.
C’mon, advertisers and marketers out there! Let’s be a bit creative and not just copy what Company A did a few months ago. Try some other methods of customer interaction, like maybe actually meeting your customers at a community fair or event or even giving away some promotional products. People love free stuff and if it’s something that they can use on a daily basis, then you can bet your sweet Shazam they’ll come back time after time.
Have you seen any of these commercials that feature ‘Shazam’ in them? What are your thoughts? Do you like it or loathe it? Sound off below!