TriNa, the 15th most tagged campaign in Shazam worldwide
Recently, the company Shazam (mobile phone app with a music identification service) revealed the top 20 brands from around the world with the most-tagged Shazam-enabled ads. A top 20 in which our TriNa campaign “Hay que ser muy bueno para ser natural” (“You have to be really good to be so natural’) was in 15th place.
Since 2011, Shazam has been teaming up with global brands to enable viewers to interact with their adverts and scan the songs featured in them. Using the Shazam application, users can obtain additional information about a brand or product and take advantage of offers and competitions, as well as take part in the brands’ social networks.
For advertisers, encouraging consumer involvement in social and digital channels is increasingly important. The success of Shazam in advertising and the tag charts published by the app give an idea of what motivates the audience to interact with new experiences.
In the case of our TriNa campaign, this was the first time that a brand had used this app in an advertising campaign in Spain, and its use was part of an integrated nationwide campaign. At El Laboratorio, we created a campaign based on combining the naturalness of both the soft drink and music itself. And we did it by playing the best known songs of four of Spain’s most successful artists: El Pescao, Russian Red, Dover and Maldita Nerea. They played their songs in the most natural way they knew how: without microphones, lights, a stage or public… When one of our ads appeared on TV, people could ‘tag’ the song with their smart phones, download the full version for free and access the artists’ content (wallpapers, promotional info, concerts, etc.).
As well as TriNa, the ranking includes internationally renowned brands such as Microsoft Internet Explorer, Red Bull, Coca-Cola, Trident, Chevrolet, Renault or the HTC phone brand.
See the complete top-20 list here.