Brita is running Shazam-enabled television ads that promote its FilterforGood Music Project and let users unlock exclusive content from musical band Train?s upcoming album. 

The Brita ad campaign uses Shazam for TV to let users unlock streaming of Train?s upcoming album ?California 37? before its launch. During the ad, viewers are encouraged to Shazam to see how Brita and Train are teaming up to ditch bottled water.

?To help raise awareness of Brita's FilterforGood Music Project, Brita has paired up with Grammy winner, Train, to help the band go bottle-free at select venues on their 2012 concert tour this year and joined forces with Shazam to make their commercial spots Shazam-enabled,? said Evan Krauss, executive vice president of advertising at Shazam.

?By using Shazam to tag when prompted, fans are given the exclusive opportunity to hear Train's new album, California 37, before anyone else,? he said.

?They?re also given access to buy the album and find out more about #FilterforGood.?

Mobile music
When consumers see the Brita and Shazam TV ad campaign they can take out their smartphones when the Shazam tag appears.

Then, they are linked to listen to Train?s new album, as well as pre-order it. 

This initiative helps Brita get the word out about its FilterforGood Music Product and engage consumers and entice them with an incentive such as exclusive content from Train.

Consumers constantly have their mobile devices on hand, especially when they are sitting on their couch watching their favorite show.

Therefore, the ability to target them right then and there is a smart move for both Brita and Shazam.

?The partnership combines two of Shazam's core services, music and television, and the Shazam-enabled commercials allow Brita to tap into Shazam's 200 million fans to drive user engagement and increase awareness around the #FilterforGood campaign,? Mr. Krauss said.

?Shazam also recently launched the industry?s fastest tagging and includes unlimited tagging in the apps on Android and iOS devices, making it easy for fans to tag the Brita commercial spots and share with their friends on Facebook using the Shazam Friends feature,? he said.

Getting the word out
The Shazam-enabled element will be added to the ad campaign currently running.

To get the word out about the campaign, Brita and Shazam are using their social channels to promote the partnership.

?With artists looking for new ways to launch albums and reach fans across multiple platforms, partnerships such as the one between Shazam, Train and Brita offer an innovative way for musicians to rise about the?noise in the market,? Mr. Krauss said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York