ITV has unveiled its first two commercials using Shazam, an app that lets you access competitions and giveaways when you’re watching a commercial. The first two, for Cadbury and Pepsi, aired during Saturday’s final of Britain’s Got Talent, won by a performing dog act.
Here’s Cadbury’s ‘Unwrap Gold’ from media agency PHD’s Drum unit, plugging a ticket ‘package’ for the various London Olympics opening ceremonies.
Cadbury’s Olympics sponsorship efforts to date have backfired somewhat, its Spots versus Stripes game campaign failing to divert a weary British public.
Pepsi is using its old soccer stars crowd-surfing ad from CLM BBDO to promote various music-related giveaways this summer in a deal by Mindshare. For the next week anyway this is a good choice as two of them, Didier Drogba and Frank Lampard, will be in the news as Chelsea prepare to face Bayern Munich in the Champion’s League final.