Shazam names brand 'shazamming' their ads

American Honda, Paramount Pictures, Progressive and Starbucks all integrating the discovery tech into campaigns.

Earlier this year, Shazam began extending its tech beyond discovering music and into detecting TV and other audio sources

Its Shazam for TV initiative invited brands to use the platform to drive deeper engagement with TV ad campaigns – dangling a 125m user base to make the idea more compelling.

The service also integrates social media allowing viewers to share their tags on Twitter or use the Shazam Friends feature to post their discoveries to their friends and see a real-time feed of what their friends are watching.

Now, it's confirmed that Honda and Starbucks each Shazam to unlock clues in scavenger hunt campaigns, while aramount Pictures used it in a Transformers 3 campaign to offer fans a free download of an exclusive live version of the Linkin Park single.

And it's claiming good results, reporting that in one case Shazamable ads drove 20 per cent more traffic to the mobile microsite than the brand’s website received from all sources.