Music identification app Shazam has announced it has teamed up with energy drink powerhouse Red Bull to help launch its new kiwi-apple flavour.
The campaign, which is exclusive to New Zealand, is set to enhance the way marketers behind Red Bull engage with their consumers.
The innovative street campaign is Shazam’s first major visual campaign in NZ, with 1,500 decals placed across Auckland, Wellington, Christchurch and Queenstown, and an additional 300 point-of-sale stations set up at selected Red Bull stockists.
Users can visually Shazam the kiwi-apple decals for their chance to win big, with a stack of prizes up for grabs, including everything from Red Bull to a pair of VIP tickets to New Zealand’s NYE festival Rhythm and Vines.
To be in it to win it, consumers simply need to visually Shazam any kiwi-apple image they spot in the streets of NZ, or in any participating retail outlets, and follow the prompts to enter.
Shazam’s vice president for the Asia-Pacific region, Steve Sos, said the collaboration between the two companies is a milestone for the New Zealand market.
“It is truly exciting to be partnering with one of the world’s most innovative and engaging brands, as part of their launch plans for a new product variant,” he said.
“We are particularly excited to have been able to extend further the work recently done with the team at Homegrown Music Festival in Wellington and very much look forward to seeing where we can take the relationship moving forward.”
Red Bull brand manager Sophie Ericksen said the company is very excited to be connecting with its audience in new and interesting ways via established channels.
“Utilising Shazam’s visual recognition technology felt like a no-brainer in this instance, given the relevance of the platform in this market and the remarkably simplistic consumer journey that it was able to provide,” she said.
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