• by Mark Walsh  @markfwal, August 27, 2012

Fresh off its Olympics partnership with NBC, Shazam is teaming up with IBM to give U.S. Open viewers on TV the ability to access additional information through its popular audio-recognition app. People watching the tennis event on the weekends of Sept. 1-2 and Sept. 8-9 will be able to use the Shazam app to get real-time scores, player photo galleries and profile, a link to the U.S. Open app, and related content.

Beyond that, when viewers see IBM's “Smarter Marketing” commercials, they can “Shazam” the spots to get tips on how to use technology in marketing, watch videos, find infographics and other marketing tools, and success stories. People watching the U.S. Open on those weekends will be alerted to the opportunity to Shazam the broadcast through an on air prompt—either via the Shazam logo or announcer message.