Twentieth Century Fox Film Corp. is promoting its new ?Alvin and the Chipmunks: Chipwrecked? film via a new mobile television campaign.

The company is working with Shazam on the mobile initiative. Via the campaign, users can unlock exclusive content and downloads.

?Twentieth Century Fox is such an esteemed film studio, and we?re incredibly honored and excited to work with them on the latest chapter in the blockbuster Alvin and the Chipmunks movie franchise, Alvin and the Chipmunks: Chipwrecked,? said David Jones, executive vice president of marketing at Shazam, San Francisco.

?With Shazam for TV now being used for movie commercials on TV, fans have a fun, fast new way to learn and get more about movies they are interested in, see extended trailers and download content from the movie,? he said.

?Plus, it?s an easy way to buy movie tickets ? a completely new feature within the Shazam app, making movie tickets as easy to buy as song downloads.?

Twentieth Century Fox is an American film studio. It is a subsidiary of News Corp.

Shazam is a mobile discovery company, enabling users to experience and share content across mobile devices and the Internet.

Movie magic
According to both companies, this is the first Shazam-enabled movie promotion campaign.

The Shazam logo will be embedded into the Alvin and the Chipmunks: Chipwrecked movie promotion so that when users see the promo on TV, they can tag it and access exclusive content related to the movie.

Users can unlock a limited-time free download of the film?s single ?Vacation,? as well as view an extended trailer of the upcoming film.

Consumers can also browse additional clips from the movie.

There is also a link to buy the first two Alvin and the Chipmunk movies and a link to buy tickets to the upcoming film.

?Shazam is quickly becoming an integral part of the marketing mix for television shows, brands and now production companies around the globe,? Mr. Jones said.

?Alvin and The Chipmunks: Chipwrecked demonstrates how film studios can utilize Shazam for TV to help create a fun, unique, and interactive experience for their viewers,? he said.

Outreach
The campaign runs through Dec. 16.

Shazam is spreading the word about this promotion through outreach to its users and also using social media outreach such as Facebook and Twitter.

?With more than 165 million users, people are using Shazam to discover more about the music, TV shows, ads and now movies they love,? Mr. Jones said. ?Shazam also integrates social media allowing users to share their tags on Twitter or use the Shazam Friends feature to post their discoveries on Facebook and see a real-time feed of what their friends are watching.

?Since all tags live on in Shazamers' tag lists, they can interact with them whenever and wherever they want,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York