Shazam and Volvo launch an interactive TV campaign in Ireland

Viewers who use Shazam during a spot for the new Volvo V40 on RTE 1, RTE 2 and TV3 in Ireland will be able to enjoy an integrated brand experience, including promotional links and integrated social engagement.

Shazam and the multi-platform advertising network Adforce.ie have launched an interesting interactive promotional campaign on Irish television. Starting this Monday, viewers who use Shazam during the broadcast of a spot for the new Volvo V40 will be able to enjoy an integrated brand experience, which includes promotional links and integrated social participation.

The spot that is broadcast these days on RTE 1, RTE 2 and TV3 in Ireland allows, thanks to Shazam, to obtain more information about the characteristics of the Volvo V40, as well as have the opportunity to win an iPad.

Maeve O'Gorman, Director of Digital Strategy at Mindshare in Ireland (the media hub for this campaign), has admitted that "I wanted to include Shazam in this campaign because we strategically believed that it brings a level of interactivity to our television campaign that will lead to deeper user engagement. We have recently seen studies from Yahoo and Nielsen, which indicate that 86 percent of people use their mobile while watching television, so by making this Volvo spot "Shazamable", we are creating an experience of “synchronized dual screen for Volvo that reflects changing consumer habits.”

Patricia Greene, marketing director at Volvo Ireland, highlights that “Shazam is a very exciting way to interact with customers, creating a new dimension in standard advertising.”