Red Bull has teamed up with global app Shazam to kick-start an activation to celebrate the launch of Red Bull’s latest Kiwi-Apple flavour.
The New Zealand exclusive campaign is set to enhance the way marketers behind the global energy drink brand engage with their consumers.
The innovative street campaign is Shazam’s first major visual campaign in New Zealand, with 1500 decals placed across Auckland, Wellington, Christchurch and Queenstown, and an additional 300 point-of-sale stations set up at selected Red Bull stockists.
Users can visually Shazam the Kiwi-Apple decals for their chance to win prizes up for grabs, including everything from Red Bull, to a pair of VIP tickets to Rhythm & Vines.
The collaboration between the two companies is being called a milestone for the New Zealand market, about which Shazam’s VP Asia Pacific, Steve Sos said: “It is truly exciting to be partnering with one of the world’s most innovative and engaging brands, as part of their launch plans for a new product variant.
“We are particularly excited to have been able to extend further the work recently done with the team at Homegrown Music Festival in Wellington and very much look forward to seeing where we can take the relationship moving forward.”
No-brainer?
Red Bull brand manager Sophie Ericksen said: “Connecting with our audience in new and interesting ways, via established channels is incredibly exciting for us. Utilising Shazam’s visual recognition technology felt like a no-brainer in this instance, given the relevance of the platform in this market and the remarkably simplistic consumer journey that it was able to provide.”
Visual recognition forms a key component of Shazam’s broader Shazam Connect for Brands product offering. Coupled with the app’s existing audio recognition capabilities it allows marketers, for the first time, to make all consumer facing touch points clickable; including traditional media, POS and packaging – effectively building a bridge from physical to digital.
About Shazam
Shazam is one of the world’s most popular apps, used by hundreds of millions of people each month to magically connect to the world around them. Building on its pioneering leadership in music identification, Shazam now helps people discover, interact with, and share video, audio, or printed content on TV, radio, movie screens, magazines, newspapers, packaged goods, and retail stores — and now Shazam lets music fans follow their favourite artists to see their Shazams and share in the thrill of discovery. The app has exceeded 20 billion total Shazams since its launch, and users Shazam over 20 million times each day. For more information on how Shazam has created new technology tools for brands to utilize data. More on Twitter @Shazamforbrands or www.shazam.com/brands.
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