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02/17/2011

Old Navy Teams with Shazam for Spring Campaign

Shazam, a mobile discovery company, has teamed up with Old Navy to create a unique shopping experience using the Shazam discovery app for Old Navy’s spring advertising campaign, Old Navy Records. Through the power of Shazam’s music discovery and sharing capability, Shazamers will, for the first time, have the ability to tag Old Navy-branded pop music featured in the campaign and immediately unlock and shop the looks featured in those songs. They will also be able to access exclusive Old Navy deals, styling tips, video and other music content from their mobile devices.

Old Navy is integrating Shazam’s content discovery application throughout its new, music-based marketing and store experience – from TV, to online, to stores, to mobile – and give their customers a shopping experience unlike any other.

Starting today, wherever an Old Navy Records song or video is playing, Shazamers can tag it by holding their mobile phone towards where the song is playing. Once tagged, Shazamers will immediately gain access to the key looks featured in the songs through one of two experiences depending on the source:

  • TV, YouTube and Facebook: Shazamers will have the option to buy the look featured in the commercial, download the song, check out the video, and learn more about the featured Old Navy bands, such as Audio Threadz.
  • In-stores: Shazamers will hear the Old Navy song once an hour where Shazaming the song will unlock style tips, access to view the video, band profiles, and the option to download the song.

“Shazamers love our app because it gives them the chance to discover new music, buy it and share it with their friends. Now we’ve taken this a step further with Old Navy, extending its spring advertising campaign into the hands of its customers. Shazamers will have immediate access to the brand’s new spring looks, music videos and details about the bands when they see or hear any of Old Navy’s commercials, wherever they happen to be,” says Evan Krauss, executive vice president, advertising sales, Shazam.

With more than 100 million users, Shazam is quickly becoming an integral part of the marketing mix for brands around the globe. The partnership with Old Navy expands the Shazam community experience, giving users the opportunity to discover, buy and share fashion as well as new music and content.

Amy Curtis-McIntyre, senior vice president, marketing, Old Navy says, “We are always looking for ways to provide our customers with a fun, fresh and most importantly, culturally relevant shopping experience. We know our customers love music and their smartphones, and partnering with Shazam allows us to create an interactive Old Navy experience that is relevant to how they shop today.”

The Old Navy songs and videos are free to download and are available in the U.S. only; the content unlocked by Shazaming a song or video will reflect the TV commercial rotation.

For consumers who don't yet have the Shazam application on their smartphone, it can be found on oldnavy.com/Shazam, iTunes App Store, Android Market, AT&T’s MEdia Mall, Verizon VCast app store, the Ovi Store by Nokia, Windows Phone Marketplace, BlackBerry App World, and GetJar. The Shazam free app is available with five tags per month and Shazam Encore is priced at $4.99 for a 1-year subscription or a one-time fee of $5.99 on iOS; or a one-time fee of $4.99 on all other platforms.