• by Mark Walsh  @markfwal, May 10, 2012

Shazam-enabled TV ads will make their U.K. debut May 12 in spots for Pepsi and Cadbury during the finale of “Britain’s Got Talent” on ITV1. When fans of the show use Shazam to tag the ads for Pepsi Max and the Cadbury Unwrap Gold promotion, they’ll be able to enter sweepstakes to win tickets to summer festivals and other merchandise from Pepsi MAX or London Olympics opening ceremony tickets from Cadbury.

Pepsi MAX is also adding Shazam to its 'Crowd Surfing’ football ad will to give away tickets to popular festivals this summer and other prizes, free screen savers and merchandise. It will also link to iTunes so fans can download the Calvin Harris track “Let’s Go.”

The ads follow Shazam’s recently announced exclusive partnership with ITV for its sales force to work with advertisers to integrate Shazam into commercials running on the network. Shazam last year began allowing viewers using its smartphone app to tag TV programming to receive special offers and content through a partnership with the SyFy cable channel.