ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Shazam, Spike TV team up for interactive mobile campaign

Cable television network Spike TV partnered with Shazam for the fifth annual Guys Choice Awards to engage mobile viewers with exclusive behind-the-scenes content.

The Guys Choice Award show, which aired on Spike TV June 10, used the Shazam application and Shazam for TV campaign to engage with viewers through additional clips and features that cannot be found elsewhere. In addition to viewing the content, users shared the additional content through Twitter and Facebook.

?Shazam and Spike TV incorporated Shazam for TV into the 2011 Guys Choice Awards broadcast to give their audience a great new way to engage with the program for a second-screen experience on their mobile phones,? said Beatrice Farina, vice president of marketing at Shazam, London.

Shazam is a music-identifying app.

The Spike TV Guy?s Choice Awards is an annual awards show on the cable network Spike TV with awards that target the network?s men demographic. Awards are voted on by the company?s international fan base. 

Award show extras
During the award show, viewers used their mobile devices with the Shazam app to access real-time content that correlated with the awards show.

?Viewers were prompted to Shazam at various points in the show to unlock content unavailable anywhere else,? Ms. Farina said.

Users then unlocked three pieces of behind-the-scenes content from the award show via the Shazam app.

Two of the clips featured backstage coverage with some of the show?s winners, including actors Mark Wahlberg and Jim Carrey.

The other clip showcased an exclusive sketch from the popular puppet, Triumph the Insult Comic Dog.

For the Guys Choice Award show, the companies picked backstage footage to give viewers a peek at content that was too long to be aired.

?Shazam and Spike TV worked together to design a campaign that was tailored to what they are already watching,? Ms. Farina said.

In addition to Shazam, viewers used Facebook, GetGlue, GroupMe, Twitter, Instagram, Smilebooth, Foursquare and Tumblr to interact with the award show.

Engaging partners
The partnership between Shazam with Spike TV is only one of several marketing campaigns that Shazam has used to engage with television viewers.

Most recently, Shazam has worked with TV networks including Bravo, Oxygen and Syfy to reach out to viewers via mobile devices (see story).

?For Shazam, working with Spike TV?s Guys Choice awards was yet another proof point about how Shazam for TV is an innovative and personal way to interact with television because it goes beyond a simple check-in and actually further engages the audience by providing additional content,? Ms. Farina said.

?Shazam is constantly partnering with new networks as well as brands, so new shows and commercials will be launched throughout the coming weeks and months,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York