ITV to broadcast first Shazam-enabled ads

UK broadcaster ITV will broadcast its first adverts enabled by Shazam during the final of the Britain’s Got Talent show on May 12.

ITV has signed up Pepsi Max and Cadbury as the first brands to provide Shazam functionality. Viewers who have Shazam installed on their smartphones, of which there are more than 10 million in the UK, will be able to use the app to interact with the enabled adverts. The Pepsi Max ad will feature the option to use Shazam to win tickets to festivals this summer and other prizes, free screensavers and merchandise. It will also link to iTunes enabling users to download the Calvin Harris track Let’s Go.

Cadbury’s Unwrap Gold advert will offer viewers the chance to use Shazam to win a London 2012 Opening Ceremony package as part of its wider Unwrap Gold campaign. The idea and creative was devised by Drum, with the deal brokered by PHD.

Stephen Poole, group multiplatform controller, ITV said: “The Britain’s Got Talent final is TV at its most engaging and we are really excited to have secured Cadbury and Pepsi as the first brands to give UK viewers the chance to engage deeper with their spot adverts using Shazam.”