Calvin Klein Calls On Shazam

Calvin Klein has turned to music recognition app Shazam as part of an audio installation for retail holiday displays. Through the app, people will be able to tag an original holiday song played at the displays to get exclusive content including in-store promotions, a complimentary download of the song and Calvin Klein holiday wallpaper. The effort marks the first time Shazam has been used for an in-store marketing program.

On Thursday, Shazam separately announced teaming with freecreditscore.com in an initiative that lets people download the financial information service’s app via its TV commercials. TV viewers with the Shazam app can tag songs in the TV spots for a link to get the freecreditscore.com app and track their credit score.

Shazam’s audio technology has previously been utilized in other TV promotions including an Old Navy campaign earlier this year. That effort, developed by Crispin, Porter + Bogusky, won the Mobile Marketing Association’s award for overall excellence this week.

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