Shazam enables second-screen interaction for half of Super Bowl advertisers

Mobile discovery solutions provider Shazam will integrate its second-screen interaction technologies across Feb. 5's Super Bowl XLVI telecast, enabling home viewers to engage with the game, the halftime show and the commercials via smartphone.

Roughly half of all Super Bowl XLVI advertisers will integrate Shazam for TV according to Evan Krauss, Shazam's executive vice president of advertising sales. For example, Shazam users can tag Toyota's spot for a chance to win two Camrys, tag Best Buy's ad for a chance to win a gift card and tag Teleflora's commercial to receive a secret offer.

"This is the Super Bowl, so [advertisers] are going big," Krauss told FierceMobileContent. "Working with some of the biggest brands in the world is a testament to the value of our product. Our customers are using contests and offers as a way to engage, but there are other things happening--automakers can say ‘Tag our ad with Shazam to check out more about this cool car.' We let consumers grab what's onscreen to find out more information." 

Throughout Super Bowl XLVI, football fans can leverage Shazam to access statistics, participate in polls, interact via Facebook and Twitter and purchase NFL merchandise from Shazam's new mobile storefront. In addition, Shazam is partnering with Bud Light for this year's Bridgestone Super Bowl Halftime show, enabling users to unlock exclusive musical content--multiple reports indicate headliner Madonna will welcome special guests Nicki Minaj and M.I.A. to the stage.

"We're excited for the reach the Super Bowl offers," Krauss said. "[Analysts] are estimating 120 million viewers. Now, all of a sudden, people can grab stuff out of the air and start interacting."

The Shazam mobile application pinpoints entertainment content from any source, regardless of ambient noise. After users hold their handset to the audio feed for a few seconds, the clip is run through the company's database to find an exact match. More than 175 million consumers across 200 countries now use the Shazam service.

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