Shazam introduces visual recognition capabilities

Best known for its music identification capabilities, Shazam is going visual.

The new functionality extends the company’s mobile engagement platform creating a world where everything from posters, to packaged goods, to print media, and more are transformed from static images into pieces of content.

Speaking to radioinfo, Steve Sos, Vice President of Shazam in Asia Pacific says it is a logical move to expand visually.

“Shazam has been expanding from being just a music service for a long time, with only one quarter of the past 120 campaigns being linked specifically to music – we don’t need music, we can ingest any audio.”

Users with the latest version of Shazam installed on their mobile phones can open the app and tap the new camera icon to start the visual experience. Any item with the Shazam camera logo on it will instantly take the user to custom mobile experiences, including interactive content, special offers, and ability to purchase items, or share them with others. This capability will live side-by-side with the existing Shazam audio functionality people rely on to discover new artists, catch up on favourite acts, listen to music, and use while watching TV.

While Steve concedes it isn’t new technology, Shazam has the scale to effectively implement it.
“We have a significant user base in the this country and globally and it’s exciting to add another strand to what we’re doing.”

Southern Cross Austereo is working with Shazam to implement its upcoming marketing activity with the new platform via outdoor and TV, enabling audiences to engage with even more content directly from mobile phones. The new development is unrelated to previous SCA and Shazam partnerships, like the Shazam Top 20, which are continuing unchanged.

“As is it a visual development, it will mainly be used as a marketing tool for radio stations that are on the forefront of marketing techniques,” says Steve. “We expect that more DJs will be throwing to Shazam enabled audio content.”

Universal Pictures International will be using Shazam-enabled Out Of Home artwork, TV commercials and theatrical trailers to offer fans more engaging and interactive experiences, such as additional content and competitions around its upcoming blockbuster movies
“People who Shazam the posters can book tickets to the movie, watch the trailer, enter competitions and even explore the Jurassic World park on their smartphones, without having to download new apps”
, says Suzanne Stretton-Brown, Marketing Director at Universal Pictures International, Australasia.

Warner Bros. Interactive Entertainment will use Shazam to promote its upcoming Batman: Arkham Knight video game for its June 24th Australian launch.

Shazam is one of the world’s most popular apps, used by more than 100 million people each month.

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