SHAZAMBLE: Company partners with Disney to create ad for its latest movie Tomorrowland

Shazam has launched a visual recognition marketing platform that lets its mobile app users scan Shazam-enabled logos or QR codes placed on images to access custom mobile experiences including interactive content, special offers and the ability to purchase items or share them with others.

The music recognition pioneer has partnered with Digimarc to develop the technology and has worked with Disney to create the world’s first “Shazamable” ad for its latest movie Tomorrowland, with more Shazam-enabled content planned for upcoming movie releases.

The company has also partnered with US retail giant Target to provide shopping options, via print and TV ads, through the Shazam mobile app.

“By Shazaming these images, guests will be able to engage with additional content and shop featured products by linking to Target.com,” the company explains. “Users with the latest version of Shazam installed on their mobile phones can simply open the app and tap the new camera icon to start the visual experience.

“Whenever they wave their phone over any item with the Shazam camera logo on it or a QR code, they’ll instantly get taken to custom mobile experiences including interactive content, special offers and ability to purchase items or share them with others.”

HarperCollins, the world’s second largest book publisher, has also partnered with Shazam to Shazam-enable book titles, and Warner Brothers will be promoting its upcoming Batman Arkham Knight video game for its Australian launch later this month using the visual codes.

Other companies participating in the initial launch of the service include Esquire, SELF, Time Inc, The Wall Street Journal, Outfront Media, BlueSoho, Merchbar, Boohoo.com, Guerlain, Evian, Southern Cross Austereo and Phoenix Group.

“This capability will live side by side with the existing Shazam audio functionality people rely on to discover new artists, catch up on favourite acts, listen to music and use while watching TV,” Shazam adds.

“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,” says Rich Riley, Shazam CEO. “For brands, we’re providing a near-frictionless way to engage customers on their mobile devices, with a single tap of a button.”

The launch of the visual recognition service follows the company’s partnership with Office Depot for its Shazam In-store mobile marketing platform in December last year and its addition of Bluetooth beacon support through a partnership with Gimbal announced earlier in January.