Cadbury joins Shazam for ITV Games push

Cadbury is launching a Shazam-enabled TV advert as part of its Olympic consumer campaign, one of the first to exploit the tie-up between ITV and the music app.


The advert will premier on ITV during the Britain’s Got Talent final (12 May) and asks viewers to take part in a competition by using their Shazam apps to identify the song being played.

Participants will be taken to a campaign site where they can unwrap a virtual Cadbury chocolate bar to whether they have won tickets to the Olympic opening ceremony this summer.

The move follows the recent partnership between ITV and Shazam that allows consumers to interact with ads shown on the ITV Family of channels. Viewers can now use the audio-recognising application to enter competitions, get additional information about a brand or download free music.

Cadbury and Pepsi MAX are the first brands to launch Shazam enabled ads on the network.

Clare Tasker, head of consumer marketing tfor London 2012 at Cadbury, says the brand wants to replicate the success Shazam-enabled adverts had in the US and tap into the application’s 10 million user-base.

She adds: ““As a brand we needed to appeal to younger consumers to stay competitive. We’ve been allowed to do some really innovative work with our marketing around the Games to achieve this.

“The campaign is about making people feel a part of the Games. “We’ve used our Olympic activity to experiment with different things such as Shazam, Blippar and Google+ and experiential activations to help inform future strategies.”

The campaign is the latest part of the confectionery brand’s ‘Unwrap Gold’ on-pack ticket giveaway promotion for this year’s Games. The activity appears on 18 Cadbury products including; Cadbury Dairy Milk, Wispa Gold, Boost Duo and Twirl Bites.

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