Pillsbury has incorporated Shazam into its new TV campaign aimed at tech-savvy moms. The commercials can be identified by the popular smartphone app to bring exclusive content to the viewer, such as recipes and product information. The TV ads include the call to action that instructs viewers to use the Shazam app.
"A 15- or 30-second commercial is great to inspire people, but Pillsbury saw an opportunity to use Shazam to get people to learn more and get recipes," says Evan Krauss, evp of sdvertising and sales at Shazam. "Pillsbury saw an opportunity to use Shazam to get people to learn more and get recipes." Shazam has worked with advertisers including Starbucks, Honda, Old Navy and Paramount Pictures on 24 campaigns with a similar call-to-action, according to MediaPost.