There’s more than one way to get a response on mobile from advertising. We’ve seen SMS widely used – over 30% of people in the UK have responded by SMS, we’ve seen great MMS campaigns. There’s also visual response. Brands keep plugging away at QR, and new image recognition technologies will take this forward. But what about audio as a response mechanism?
Last year Shazam, the music tagging software, tied up with Faithless in the UK to allow TV viewers to tag their ad taking them to their concert ticket buying page. Take That did something similar with their first single release from their new album. But it’s not just music acts, Shazam has now created tie-in’s with Honda on their video channel, and Strabucks. Both brands had a gamification element, where the tagging was used as part of a discover or treasure-hunt. In the case of Starbucks that was with SCVNGR. Future brand tie-ins will include Paramount Pictures, P&G and Progressive insurance.
Shazam’s brand friendly approach means well may well see some exciting examples of audio-based consumer engagement.