NEWS
Cornetto utilizes Shazam in commercials. Just like Old Navy did a year ago.
Streets Cornetto: Enigma Campaign: Long Version from Soap Creative on Vimeo.
Cornetto, an international ice cream company, and their Ad Agency, Soap Creative dreamed up a cuddly, dancing bear to help you express your soft side. During these commercials, you're given the opportunity to Shazam the song and automatically be connected socially.
Now, Crispin, Porter + Bogusky (with Old Navy) created TV Spots with original songs that were Shazamable. That was about a year ago, so this is no new idea.
Is it okay that Soap Creative ripped off Crispin? Is it even considered ripping off? Obviously connecting commercials to Shazam is a brilliant idea and acquired media attention as well as much needed viewer participation. Does the consumer even care? Does it matter?
Comments
You raise an interesting issue here, I think. One can say that co-branding (Old Navy + Shazam / Cornetto + Shazam) is not always a good idea : a one brand often remains in consumer's mind, not the other.
But in that particular co-branding case, instead of being equal, each brand does complete the other : Shazam is shown as a way to continue the "Cornetto's experience" or the "Old Navy experience". The two brands are additional instead of being rival.
Concerning the "ripping of" issue, we can hardly regard it as a ripping off : first of all because Shazam agreed with the ad, and so we could see that as a global Shazam communication policy.
Finally, for what it's worth, consumer can miss the Shazam additional ad, especially a consumer who might not know the product. But an already aware consumer would remember it.
In conclusion : it's not so far a real Shazam advert, but it is still a way to keep in consumer's mind.
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