Shazam partners with Red Bull to give NZ wings in an activation to promote Kiwi-Apple flavour

Shazam has teamed up with global powerhouse Red Bull – kicking off an exciting activation to celebrate the launch of Red Bull’s latest Kiwi-Apple flavour. The New Zealand exclusive campaign is set to enhance the way marketers behind the global energy drink brand engage with their consumers.

The innovative street campaign is Shazam’s first major visual campaign in New Zealand, 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 Rhythm and Vines.

To be in it to win it, consumers need to simply visually Shazam any Kiwi-Apple image they spot in the streets of New Zealand, or in any participating retail outlets, and follow the prompts to enter.

Shazaming is easy – just open the Shazam app on any smartphone, hold the phone over the image and tap the camera icon to visually Shazam. A unique Red Bull microsite will then pop open, displaying details of the prize you have won, as well as information on this fresh addition to Red Bull’s product portfolio.

The collaboration between the two companies is a milestone for the New Zealand market.

Says Steve Sos, Shazam’s VP Asia Pacific: “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.  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.”

Says Sophie Ericksen, brand manager, Red Bull: “Connecting with our audience in new and interesting ways, via established channels is incredibly exciting for us. 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.”

For the chance to win one of the amazing prizes on offer, consumers can simply Shazam any Kiwi-apple decal and follow the instructions on the campaign site. Red Bull Summer Edition Kiwi-Apple Flavour is available Nationwide in all key stockists.

Visual recognition forms a key component of Shazam’s broader Shazam Connect for Brands product offering.  Coupled with the app’s existing audio recognition capabilities it allows marketers, for the first time, to make all consumer facing touch points clickable; including traditional media, POS and packaging – effectively building a bridge from physical to digital.