Old Navy Uses Shazam Mobile App in New Music-Themed Campaign

Old Navy has launched a mobile marketing campaign with mobile app Shazam. Consumers with the Shazam app on their smartphones will be able to tag Old Navy-branded pop music featured in the campaign, and immediately unlock and shop the looks in the ads featuring those songs. Shoppers will also be able to access exclusive Old Navy deals, styling tips, video and other music content from their mobile devices. The Shazam app will also feature a survey that Old Navy can use to acquire customer information.
“We are always looking for ways to provide our customers with a fun, fresh, and most importantly, culturally relevant shopping experience,” says Amy Curtis-McIntyre, senior vice president of marketing at Old Navy. “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.”
Wherever an Old Navy Records song or video is playing, customers can tag it by holding their mobile phone towards where the song is playing. Once tagged, shoppers will immediately gain access to the key looks featured in the songs through one of two experiences, depending on the source.
Songs tagged from TV, YouTube and Facebook will give shoppers the option to buy the look featured in the commercial, download the song, watch the video and learn more about the bands featured in the ads. In-store, Old Navy will feature posters telling consumers how to tag songs through Shazam. A song will play in stores once an hour, and when customers tag the song, Shazam will unlock style tips, access to view the video, band profiles and the option to download the song.