But is has developed into much more than that and is fast evolving into a key digital Mobile channel.
Advertisers are already able to make their TV ads and in-store promotions "shazamable" meaning consumers can tag branded audio with their Shazam app to receive content to their phone.
Smirnoff do this well offering free itunes music tracks for consumers that "Shazam" their TVC. Through my experience, brands that offer a strong incentive (such as free music tracks) and strong TV weight support can expect up to 10,000 Shazam tags of their TVC and those with no incentive and low TV weights can expect around 1,000-3,000 tags.
Calvin Klein ran an in-store promotion with music sound installation allowing consumers to receive benefits in the form of in-store coupons, free music download and Calvin Klein wallpaper. Driving user interaction in such a novel and engaging way so close to POS is a key point of difference for brands.
With over 250 Million Shazam users globally positions Shazam as a key tool to help drive consumer interactivity, which in my experience is a more effective and cost efficient solution vs. those ghastly QR codes.
Expect more advertisers to invest behind Shazam across TVC, in-store promotions and events.