Brands partner with media discovery firm to drive downloads and discounts.
Shazam's Super Bowl partnership keeps up the firm's push into the TV space. It comes on the back of a team up with ESPN to make last week's Winter X Games an interactive affair.
In keeping with the second-screen mobile phone phenomenon, users will be able to Shazam ads, the actual game and the halftime show, which is usually as hyped as the game itself.
Shazam use will provide viewers with special offers, free downloads, competitions, polls, music purchases and social networking.
Disney, Toyota, Best Buy and Pepsi are among partnered ad brands, while the Bud Light sponsored half time show will have exclusive content on offer and gameplay coverage will provide stats, discussions and more.
Andrew Fisher, CEO, Shazam, said: "We are excited that Shazam will be a key feature in one of the biggest television events of 2012. The Super Bowl is an American institution - known not just for the game but for the advertising and superstars performing during the halftime show.
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"As the leader in ‘second screen' interactive TV experiences, we're proud that Shazam is woven into the entire broadcast so that people can discover more about the game, the halftime show and the must-see ads - all on their smartphones or tablets."
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