As smartphone use continues to grow, there is a growing trend where people actually use their phone while watching TV to look up information about what they are watching. The smartphone app Shazam has known this for sometime allowing users in the US to tag TV spots for extended online content.
Last month, Shazam in conjunction with Ireland-based Adforce launched Shazam for TV in Ireland which began airing on November 5th. Adforce and Shazam have created a new app for Volvo promoting its new V40 vehicle that is viewable when the TV spot is tagged by Shazam. The smartphone ad offers viewers a deeper form of engagement with the brand experience. When potential customers that tag the advert with Shazam, they will be directed to offers ranging from test drives, to a chance to win an iPad mini, or additional information on the vehicle.
Volvo Ireland is the first brand to engage Shazam directly with a dedicated smartphone experience, but expect this to become a growing trend both in Europe and the US. This is a way of getting customers interacting with the brand and product on a different level, and it adds an added dimension to standard advertising. As the convergence between TV and other connected devices becomes more refined, this kind of advertising will continue to grow and become more sophisticated.