Southern Cross Austereo (SCA) has teamed up with Shazam to create Australia’s first ‘Shazamable’ radio campaign, with a focus on driving awareness for one of Mediacom’s entertainment clients Universal Music Australia (UMA) and their priority artists in the lead-up to Christmas.
The initiative is set to run across SCA’s Today Network in metro and regional markets and encourages listeners to use the Shazam App to tag leading UMA songs for a chance to win an exclusive trip to Los Angeles, plus downloadable albums from the hit artists featured in the campaign.
Australia’s first Shazamable radio campaign runs for an initial week commencing today, Monday December 9, with integrated content and commercials driving the collaboration across Today Network radio stations. The campaign will feature heavily on Today Network’s radio websites, with digital elements including embedded video clips from UMA‘s key artists that encourage purchase from iTunes.
Head of Digital and Innovation for Southern Cross Austereo Clive Dickens said: “The partners on this campaign are a natural fit! Southern Cross Austereo is committed to redefining the relationship between brands and consumers through native concepts across our multiple platforms. We’re thrilled to collaborate with Shazam, Universal Music Australia & Mediacom on an exciting campaign that highlights the interactive, digitally savvy nature of our content.”
Steve Sos, APAC Sales Director for Shazam said: “We are excited to be collaborating with Australia’s leading radio network as a major component of a multi-faceted campaign for Universal Music Australia leading into Christmas. It is a first-to-market execution from Mediacom that sees both TV and radio assets being Shazam-enabled concurrently. In that regard, the campaign is genuinely innovative in its execution.”
Tim Kelly, General Manager Marketing at UMA said: “Great technology, great media partners and great artists go hand in hand. Working with SCA, Shazam and Mediacom to provide a platform for our incredible artists – Avicii, Eminem, Imagine Dragons, Lady Gaga, Lorde and One Republic – in an Australian industry first demonstrates the extraordinary power of music across all aspects of the entertainment spectrum.”
Group Director TED Mediacom Ashley Earnshaw said: “Mediacom is excited to be collaborating with partners who match our passion and commitment for innovative work. The campaign taps into the real world consumer trend for using technology whilst listening to the radio and adds further value to the broader work we are doing for UMA.”