Shazam tries on Old Navy advertising partnership

BARCELONA, Spain--Nationwide apparel retailer Old Navy is partnering with mobile music discovery solutions provider Shazam to launch an interactive, multi-platform advertising campaign spanning in-store promotions, television, the web and mobile devices. Dubbed "Old Navy Records: Original Hits, Original Styles" and created in collaboration with agency Crispin Porter + Bogusky, the campaign spotlights Jennie, a fictional consumer created to resonate with women between the ages of 25 and 35, and emphasizes fashion as well as music. Old Navy will roll out a series of original pop songs and music videos over the lifecycle of the campaign, beginning with the Audio Threadz' "Super C-U-T-E."  Consumers can use Shazam's music identification application to "tag" Old Navy Records songs wherever ads appear--once the Shazam smartphone app targets the track in question, shoppers gain access to a digital download of the song as well as style tips, exclusive deals, video clips and information on the featured bands. Depending on the media channel, users also have the option to purchase the featured fashions.

‘We're enhancing engagement," said Shazam executive vice president of product Alex Musil in an interview with FierceMobileContent here at Mobile World Congress 2011. "This kind of campaign gets a no-brainer reception from advertisers."

The Shazam solution pinpoints music 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 of 10 million tracks to find an exact match. Shazam topped the 100 million user benchmark in late 2010, adding 25 million new users in six months. The application is now available to consumers in more than 200 countries and over 30 languages.

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