Best Use of Social Media in a Mobile Campaign← Go back to category
The Glee Project OxygenLive app with Shazam
About this entry
Oxygen's OxygenLive app with Shazam integration was part of Oxygen's overall engagement strategy to offer the brand's core Generation O demographic a compelling two screen, co-viewing social television experience and encourage them to engage with the new series, "The Glee Project" in real time.
The case for why this entry should win a Shorty
The Glee Project featured ten contenders competing to win a role on the third season of Fox's hit show, Glee. In order to enhance this experience for the show and the OxygenLive audience, Oxygen reached out to Shazam to discuss integrating Shazam within the OxygenLive app. Shazam is a leader in the music discovery space but the service has also found favor with brands by allowing them to create special engagement experiences for audiences through automatic content recognition.
With this cross-app integration, fans were able to 'shazam' (using Shazam's automatic content recognition technology to identify the show) a five minute window of each episode of The Glee Project. Upon successfully doing this, fans unlocked an exclusive video featuring one of the show's contenders and a guest star mentor, often a cast member of Glee. This video was exclusively available to fans that 'shazamed' The Glee Project and featured interesting one-on-one conversations between the contenders and the guest mentors.
The primary goal of this initiative was to increase downloads of the OxygenLive app and in this it was successful. Application downloads increased 10% over the last 4 weeks of the show, as compared to the 4 weeks leading up to the premiere.
This is the first time Shazam has ever been successfully integrated into another application, so the successful launch of this campaign was ground-breaking unto itself. The conversion rate of users engaged with OxygenLive to 'shazam' the show was 0.78%. While there is no past data to compare this to, for a world first campaign that challenged mobile users to change both their perceptions and behaviors towards Shazam and the television co-viewing experience, this statistic is quite promising.