The tune, "Pop Goes the World," is a remake of a Men Without Hats song by Savoir Adore. (See below for the original version.) The ad, for Tide's new Tide Pods laundry detergent, will feature a "Shazam bug" to access the song plus content about Tide Pods. Users have to install the Shazam app to access it.
The ad is the first one from the Procter & Gamble brand to feature a Shazam integration. "The marketing campaign for Tide Pods was designed to make you take notice that this isn't your typical new and improved laundry detergent," a rep for the brand says.
Nevertheless, Tide is hardly the first brand to offer a Shazam bug. Nearly a third of this year's Super Bowl ads were Shazam-enabled, according to a Shazam rep.
Advertisers using Shazam in this year's game's ads include Toyota, Best Buy and Pepsi. In addition, the movie trailers for John Carter, Act of Valor and The Avengers all featured Shazam integration, which was used to access more information about the films.
Shazam, initially known for identifying music, has been employed as something of an aural QR code since last year, when the company launched its "Shazam for TV" initiative. One of the first Shazam-able ads, for Transformers 3, unlocked a free download of a Linkin Park single.