Shazam can be a neat marketing tool, but travel brands aren’t listening
Many travel companies claim to be “joined-up” with their marketing efforts these days – but still they appear to forget there is more to it than showing a fancy ad.
A case in point is the latest run of Christmas-New Year TV and online ads from some of the UK’s most high profile travel brands.
Tour operators have traditionally seen the December break as the ideal time to showcase their latest marketing campaign, often with a slick new ad to be shown during key commercial breaks in the Christmas TV schedule.
Nowadays, such campaigns have taken on considerably more importance as they are also created for the web market.
British Airways was another.
There are two common themes running on the clips.
The first is the importance of music.
The second is, despite that importance, two of the brands have missed out on connecting the audio in their ads to the biggest music recognition platform on the web.
In June last year, Shazam started a new initiative whereby brands could link their advertising campaigns to the platform so that users who “Shazamed” a piece of audio could obtain more information about a product or service.
Brands were encouraged to place the Shazam logo (a small but recognisable “S”) somewhere on the creative and then link the track on Shazam for details about the song and what the ad is promoting. Subtle, but potentially rather effective.
BA and First Choice didn’t think about this.
Marketers might shrug and claim it’s a wasted effort.
But perhaps not when they realise that, according to media and marketing publication The Drum, their campaigns were some of the most “Shazamed” songs of the Christmas period.
Still, hats off to Thomas Cook for thinking more laterally.
Thomas Cook provided a small link on the YouTube version of the ad so users can download the song on SoundCloud, but although it didn’t use the “S” in the clip it did connect the dots back to Shazam so that the newly released song has “From Thomas Cook Advert” as its title.
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.