Long gone are the days of passive entertainment and the one-way stop of television advertising.
I think, if I can remember correctly (because I’m behind on watching live television) that I started seeing a “Shazam this” icon at the bottom-right corner of advertisements during this year’s Super Bowl. It didn’t really register at first, not at the time. But then I really wanted to know the name of the song from that Audi Vampire Party ad, so I got on YouTube, found the ad, played it, and clicked ‘Shazam’ on my phone.
I didn’t expect to see ‘Super Bowl XLVI Audi’ and a subscript link asking me if I would like more information on the Audi S7 and its LED headlights.
Since then, I have seen that little Shazam button below many well-financed, corporate-funded ads on the hunt for the best way to snag their audience.
I have yet to decide whether I, personally, appreciate the interaction.