Nike will use Shazam’s acoustic content recognition technology to identify the music playing instore while delivering custom content to customers.
Melissa Capone, Pacific digital brand manager at Nike said shopping is a hyper connected activity now.
“We rarely see people that are not using a mobile device in one way or other when they come into our stores. We want to make their brand experience more immersive and rewarding whilst they are instore, but also when they have left the store. Shazam’s solution allows us to do exactly that,” said Capone.
Customers who Shazam instore are delivered a bespoke native tag result containing information on the song playing alongside curated clickable content tiles that link through to Nike marketing. Content includes store section relevant apps and tailored video content.
Shazam’s APAC sales director, Steve Sos, called Nike a forward thinking and iconic brand.
“We are incredibly excited by the potential our proprietary solution has to help both brands and retailers alike engage their customers in a new and unique way. All with a single tap of an app they invariably have and regularly already use,” Sos said.
“Our move to instore is a logical extension to the work we are already doing with an increasing number of clients in making their traditional above the line marketing and communications mix clickable, namely their TV, cinema, radio, and outdoor advertising.”
Shazam has partnered with Mood Media, the global leader in music based in-store entertainment, to enable the experience within the Nike Sydney CBD store. The project involves running Mood’s Presence watermarking product alongside Shazam’s acoustic content recognition technology.