ITV, Britain?s commercial television network, saw 50,000 viewers use the Shazam mobile application to tag Pepsi Max and Cadbury ads in just 60 seconds of airtime during the ?Britain?s Got Talent? finale.

Consumers were invited to use the Shazam mobile app when they saw ads appear for Pepsi Max and the Cadbury Unwrap Gold promotion. Users were encouraged to enter sweepstakes to win tickets to summer festivals and other merchandise from Pepsi Max or London 2012 Opening Ceremony tickets from Cadbury.

?The ads which aired this Saturday night during a special ad break in ITV's Britain's Got Talent Final marked the launch of Shazam for TV in the UK,? said Evan Krauss, executive vice president of advertising at Shazam.

?Last month, Shazam announced its partnership with ITV and the ads for Cadbury and Pepsi Max were the first to roll out.?

Shazam is a media discovery company with more than 200 million people in 200 countries and adding another 1.5 million new users each week.

Mobile engagement
Via the Shazam mobile app, consumers were able to enter contests to win summer music festivals from Pepsi MAX and an Olympic Ceremony package from Cadbury.

In addition, users were invited to participate in the conversation on social networks such as Twitter and Facebook.

The Pepsi Max Crowd Surfing TV ad also included the chance to unlock other prizes including free screen savers, merchandise and a link to download the Calvin Harris track ?Let?s Go? featuring singer Ne-Yo.

?With exciting contests like winning an Olympic Opening Ceremony package from Cadbury or music festival tickets from Pepsi Max, the brands offered their fans a simple way to have a deeper, more meaningful engagement that goes beyond the 30-second ad,? Mr. Krauss said.

?Plus, because the tag lives on the viewer's tag list, they can interact anytime they want - while the ad is on or the next day when they're in line at the grocery,? he said.

Getting the word out
To get the word out about the promotion, ITV and Shazam leveraged traditional consumer media, as well as social media including Facebook and Twitter.

Pepsi Max and Cadbury also used social media efforts to help spread the word out about the promotion.

?Shazam fans have used the app with television shows and ads for years, so the expansion into Shazam-enabled shows and ads has been a natural one for us,? Mr. Krauss said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York