Mobile Marketer has re-launched! Click here to learn more! supports brand?s music connection via mobile

Television viewers can interact with new ads for using their smartphones to download exclusive content such as ringtones from the band featured in the ads.

Via a partnership with Shazam, viewers of TV ads can tag songs in the commercials using the Shazam application on their smartphone devices to instantly track their credit score. The campaign gives a way to support the brand?s positioning around music. 

?Since we launched in 2010, the brand has been linked to music, starting with the band search,? said Ken Chaplin, senior vice president of marketing for Experian Consumer Direct, which manages, Costa Mesa, CA.

?The Shazam opportunity is a great fit for our brand because it allows us to extend the brand?s reach through the continued lyrics and songs performed by the band,? he said.

Mobilizing TV ads
The ads will air on national cable networks throughout 2011. The campaign gives new and existing members a way to connect with the brand as well as the band.

Once viewers have used the Shazam app to tag the commercial, they will be prompted to click on a link to download the app. Users who download the app and register are able to track their credit score wherever they are.

Mobile users who tag a commercial will also have access to exclusive ringtones and wallpaper from the band.

More than 150 million people use Shazam to interact with commercials by tagging them to receive additional information, special offers and exclusive downloads.

Early results from Shazam-enabled campaigns show that viewers are using their phones to engage with ads. Once people tag a Shazamable ad, on average, more than 65 percent of them go on to further engage with the brand to shop, download content or get additional information. and are part of a family of products from Experian that help consumers monitor and manage their personal finances.

?People are moving and multi-tasking more and more each day and brands that can understand and engage with consumers during their on the go moments create a mutually beneficial rapport ? consumers have an immediate need, brands can provide an immediate result,? Mr. Chaplin said. ?It is truly about ease and convenience.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York