Introduction to Shazam’s AR Technology
Last December, Apple announced it had bought Shazam for a reported $400m. This has now led the EC to launch a proper investigation into the deal, because of concerns that Apple could have an unfair advantage through access to user data. Putting this news aside, Apple’s potential takeover looks set to only increase Shazam’s investment in latest technology, which has change into all of the more apparent up to now few years. With brands of every kind capitalising on the demand for visual content, the corporate has upped its game – branching out from audio recognition right into a deal with visual technology.
Shazam’s New AR Platform
Even more recently, it announced the launch of a brand new AR platform to attach its audience to immersive and custom-brand visual content via the app. I recently heard Shazam account director Hugo Marshall speak at Mindshare’s ‘Future of AR’ event all about how the corporate has been running successful campaigns on this space. According to Mindshare’s latest report on the subject, the demand for AR technology is growing, with 55% of users agreeing that it will be helpful to point their phone at an object to uncover additional information.
A Natural Home for Branded AR
This is the final aim of Shazam’s AR technology, which acts as a gateway to attach users with invaluable and entertaining content in-the-moment – either for sheer entertainment purposes, or to supply invaluable information during or post purchase. Again, with Shazam already being a trusted name – one which’s recognisable to users because the ‘home of music discovery’ – it provides an appealing solution for brands wanting to succeed in a media-hungry audience. Netflix was one in every of the primary big brands to get on board with Shazam’s latest AR capabilities, specifically with its campaign to advertise the brand new season of GLOW. The campaign allowed users to scan special codes through the Shazam app in an effort to make posters and other media come alive.
Bringing Packaging to Life
While Netflix used Shazam’s visual technology to succeed in audiences on the consideration stage – i.e. to encourage them to look at its latest show – others have used it to supply value at various different points of the patron journey. Gin brand Bombay Sapphire partnered with Shazam so as to add AR elements into its physical product. This meant users could scan a special sticker or tag on bottles to make it come to life, with AR imagery and audio including blooming flowers and wildlife. Another brand to utilize connected packaging in this fashion is whisky brand Glenlivet. While it is probably not the sort of company you’d expect to focus on Shazam’s audience, like Bombay Sapphire, it was keen to supply consumers with a simple, intuitive, and informative entry-point into AR.
Setting Consumer Expectations
As examples like Bombay Sapphire and Glenlivit change into more commonly seen, there may very well be a growing expectation for products (and promoting) to change into interactive on the mere touch of a camera button. According to Mindshare, we may very well be moving away from using AR for ‘surprise and delight’ into more each day, functional purposes – i.e to make day by day experiences smoother and more efficient. Of course, like with any sort of content, there must be tangible value for consumers. But if brands are in a position to deliver this (in addition to make UX slick and intuitive) – Shazam isn’t the one company more likely to profit from it in future.
Conclusion
In conclusion, Shazam’s AR technology is a game-changer for brands and consumers alike. With its ability to supply immersive and custom-brand visual content, it has opened up latest avenues for brands to succeed in their target market. As the demand for AR technology continues to grow, we will expect to see more brands using Shazam’s platform to create engaging and interactive experiences for his or her customers. Whether it’s through surprise and delight or functional purposes, Shazam’s AR technology is ready to revolutionize the way in which we interact with brands and products.
