V ‘Shazams’ its shows for mobile interactivity
The French-language TV network V has started using Shazam for TV to offer viewers exclusive content.
Shazam for TV is a mobile app that, like its famous music-naming counterpart, scans the audio of a broadcast to deliver information to the user – in this case, exclusive content such as videos.
Two of V’s shows are using the app – L’amour est dans le pré, a reality show where farmers try to find love, and Le Grand Saut, which will debut Thursday and feature Quebec personalities training themselves to execute a professional dive. Exclusive Shazam content includes L’amour‘s farmer profiles, and full training videos for Le Grand Saut.
Media agency Carat negotiated an 8-week exclusive deal for Chevrolet, which is promoting its Sonic RS model through a branded destination both on Shazam and V’s website.
”The idea sparked during the Olympics,” said Carl Rousseau, general manager at V Digital. “I really liked what [NBC] did with [Shazam]. You could access tons of live information on athletes and medals on your phone by using Shazam instead of searching the web for it. It not only answers the advertisers’ demand to sponsor exclusive content, but it also meets our goal of having people stay with our brand.”
Last Thursday, V ran a banner during the two-hour premier of L’amour est dans le pré that said ”Shazam now for exclusive videos.” It got 3,500 Shazam hits or “tags” during the first hour of the show, which was watched by an average of 670,000 people.
Rousseau said his objective is to reach 1% of the shows viewers.
This story can be found at: http://marketingmag.ca/media/v-shazams-its-shows-for-mobile-interactivity-72195.
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