Shazam – The QR code of TV.

Progressive Insurance is running (testing?) TV spots that are Shazam enabled. When I saw the spot the other day I was excited and jealous at the same time.

I love Shazam – it's a very cool music app. Last weekend, after tagging "Pumped Up Kicks," I found myself wondering why Shazam hadn't yet positioned itself as a QR code for TV. TV audio is just like a music track – it's all about ones and zeros. When I later saw the spot I realized I wasn't alone in pondering this question.

Using Shazam to tag the Progressive spot downloads content from Flo, a link to get a quote, a Flo-isms app, etc. Is Progressive the best test case of Shazam? Not sure, but I applaud them for testing it. It would certainly be good for a brand that needs deeper demonstrations or explanations – e.g., cars, computers, financial services, etc.

Comments

alangdell said…

Old Navy also tried this a few months ago with custom music that they created. Shazam it, download it, remember Old Navy every time you hear it. Great idea but the hang up for me was you didn't get songs by artists, just tracks that they cut for the spots.

Maybe I'm just not a 12 year old girl though.

June 13, 2011 at 11:32 AM

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius. Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Zen and the art of an EV roadtrip.

I remember the anxiety I had when I cut the cord and switched from Cable TV to streaming. Could I still watch live sports? Would I get all my favorite programs? Sure enough, with YouTube TV, the answer was a resounding yes to both questions. Now I’m cutting a new cord — the gas pump — as I take my new Mustang Mach-E on a cross-country trip. And like the time I cut Cable TV, I'm experiencing the same questions. Will it have the range for a long drive? Will I waste hours recharging along the way? Well, today is Day 1 on the Mach-E's first ever long distance drive , as we say farewell to Detroit and head to La Quinta. For those of you thinking about buying an EV, I’ll be sharing daily posts to help alleviate so-called “range anxiety.” (Trust me, in pressing the start button this morning, I’m taking a big trust-fall to shed the comfy muscle memory of ICE vehicles.) Today’s cool feature: The FordPass app which plans the route and most efficient charge points, then send

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv

rehumanize

Search This Blog