Introduction to Shazam’s New Augmented Reality Platform
Shazam, an app initially designed to discover music, has expanded its features to incorporate more content distribution. Recently, it launched an augmented reality (AR) platform for its brand partners. This platform enables brands to share marketing materials enhanced with AR, allowing users to unlock exclusive content by scanning unique Shazam Codes found on packaging and displays.
How the Augmented Reality Platform Works
The AR platform offers a wide range of experiences, including 3D animations, product visualizations, mini-games, and 360-degree videos. Users can access these experiences by scanning the Shazam Codes, that are unique to every brand. For instance, an early adopter of this platform is Beam Suntory, which has partnered with Shazam to create an AR experience for its Sauza and Hornitos tequila brands. This experience features a co-branded AR interactive memory game that in-store visitors can access by scanning the code.
Leveraging the Interest in Augmented Reality
Shazam’s move into AR is probably going a response to the increased interest on this technology, particularly after the success of the mobile game Pokémon Go. Pokémon Go demonstrated how AR can bridge the web and offline worlds, providing users with a singular and interesting mobile experience. Shazam is constructing on this idea through the use of scannable codes to unlock branded AR content, a method that might be effective given its existing user base and experience with scannable codes in promoting.
Comparison to QR Codes
However, this strategy also draws comparisons to QR codes, which allowed users to scan a 2D bar code to access brand content but failed to realize widespread adoption on account of unclear value to consumers. Shazam is betting that the engaging nature of AR content will encourage consumers to participate. According to Shazam CRO Greg Glenday, the brand new platform brings AR to advertisers at scale and in a frictionless way, because of Shazam’s large installed user base and the app’s existing discovery features.
Conclusion
In conclusion, Shazam’s launch of an augmented reality platform marks a major step within the app’s evolution, from an easy music identification tool to a more comprehensive content distribution platform. By leveraging the interest in AR and learning from previous technologies like QR codes, Shazam goals to supply brands with a brand new, engaging approach to connect with their audience. Whether this platform will achieve encouraging consumer engagement stays to be seen, but it surely undoubtedly represents an exciting development within the intersection of technology, marketing, and consumer experience.
