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Microsoft, announced today that it has teamed up with Shazam, the world’s leading media engagement company, to make its new television ad campaign for Internet Explorer Shazam-enabled. Starting today, when people see the ‘Beauty of the Web’ advert featuring the track ‘Too Close’ by musician Alex Clare, they can use the Shazam App to interact with the ad.
The 30- and 60-second ads include a Shazam on-air prompt to let people know they can use the popular app to view exclusive live performances and interviews with Alex Clare as well as enter a competition to see him perform live at London’s KOKO.
Paul Davies, Microsoft Head of Consumer Marketing says:
“We’re confident that by leveraging Shazam’s reach of more than 11 million people in the UK we will continue to strengthen Internet Explorer’s position as the browser that truly enables people to experience the web in all its beauty. The campaign will build on the growing success of the Internet Explorer brand and show users that Internet Explorer is the best way to experience their favourite sites.”
“Microsoft is a great advertising partner, working collaboratively with us to create an engaging experience. The new Internet Explorer campaign marks another great implementation of the Shazam for TV™ service in the UK,” said Miles Lewis, Shazam’s VP Advertising Sales for Europe. “In fact, earlier this year, people were already using Shazam with the ad campaign to identify Alex Clare, the artist featured in the campaign. They drove Clare to the top of the Shazam Tag Charts in the US and UK, and boosted him in the national charts, as well.”
The campaign was planned by media agency UM London, with creative handled by Wunderman. Spanning out-of-home, digital, TV and print, the campaign aims to showcase the fast, clean and beautiful web experience offered by Internet Explorer.
Adam Morton, Group Business Director at UM London, said:
“Teaming up with Shazam allows us to deliver a more engaging and interactive ad experience, in an age where consumers are demanding more personalised content and the norm is now watching TV with the a second screen – a smartphone or tablet. It also taps into our audience’s passion for music, and reflects the innovation offered by Internet Explorer itself.”