With over 120m monthly users, the growing popularity of mobile app Shazam has prompted fast-food giant McDonald’s to team up with media agency Mediaworks and Adforce.com to use it as part of its Eurosaver campaign.
The campaign will leverage Shazam’s technology to launch a new way of interacting with customers, utilising media formats across TV, VOD, outdoor and print.
“McDonald’s Ireland are thrilled to be using Shazam in new and innovative ways that will engage with and excite our customers,” said Ruth Kenneally, brand manager of McDonald’s.
“Using the image- and audio-recognition capabilities of Shazam really helps bring our new Eurosaver campaign to life across almost key media touch points, adding an entirely new dimension to the campaign.”
“Creating simple and instant links from physical to digital across so many touch points shows how forward thinking McDonald’s Ireland is,” said Miles Lewis, SVP International Sales, Shazam. “With consumers having around eight seconds of attention in this mobile-fuelled world we are honoured to have developed this activation.”
“Using Shazam has enabled us to integrate our brand activation across all media to make it interactive and engaging regardless of the media channel or format,” said Aaron Chalke, experiential client director, Mediaworks. “This will be an incredibly powerful tool as we engage with a variety of target audiences in an increasingly fragmented world.”
“Adforce.com is very excited to be working with McDonald’s and Mediaworks in Ireland to launch Shazam Engage across multiple media touch points in the Irish market,” said Kevin Foley, Sales Director, Adforce.com. “With over 1.5 million downloads in Ireland, no other platform has the reach and scale to make a campaign like this possible.”