Shazam has unveiled a visual recognition functionality that extends the company’s mobile engagement platform. Thanks to a series of partnerships with companies worldwide, everything from posters, to packaged goods, to print media, can be transformed from static images into ‘dynamic pieces of content’, the company claims. Visual recognition is developed in partnership with Digimarc.
Starting today, users with the latest version of Shazam installed on their mobile phones can open the app by tapping the new camera icon. Waving their phone over any item with the Shazam camera logo on it or a QR Code, will allow users to access custom mobile experiences including interactive content, special offers, and ability to purchase items or share them with others. This capability will live side-by-side with the existing Shazam audio functionality.
Shazam boasts 100 million monthly active users, and the new feature is designed to provide a way for brands to drive more impactful engagements with a large audience, and build unique mobile experiences for these brands. Companies participating in the initial launch include, in the US: The Walt Disney Company, HarperCollins Publishers, Esquire, Time Inc, and The Wall Street Journal.
Disney partnered with Shazam to create the world’s first visually Shazamable ad (for the Tomorrowland film) and will continue to roll out visual Shazam-enabled content for upcoming movies. Disney Music Group will also be part of the visual Shazam rollout with content from their artists being Shazam-enabled.
Across the rest of the world, Shazam has announced partnerships with brands including boohoo.com, House of Guerlain, Evian and Warner Bros. Interactive Entertainment, which is using Shazam to promote its upcoming Batman: Arkham Knight video game for its June 24 Australian launch.
“The introduction of visual recognition is another step on our journey to extend the ways people can use Shazam to engage with the world around them,” said Rich Riley, CEO, Shazam. “For brands, we’re providing a near-frictionless way to engage customers on their mobile devices, with a single tap of a button.”