Super Bowl Shazam

Apparently there's a pretty big football game on this Sunday. And many of the biggest brands will be shelling out exorbitant amounts of money to woo us with their fancy new commercials while we all gleefully stuff our faces with buffalo wings & pizza.

This week we'll try to highlight some of the new & innovative campaigns that will debut during the game. Consider it your Super Bowl Ad pre-game show (and since we're starting on Monday, we're only about a week behind ESPN's pregame coverage).

One of the best examples of creative execution this year will come from Dockers. The khaki company will be partnering with the popular mobile app Shazam to "tag" their spot. Viewers can use the Shazam app to interact with the ad, and will be driven to a specially designed branded-content page where they will receive more info on the campaign, the opportunity to download the jingle, & the chance to register for a giveaway.

Shazam CEO Andrew Fischer says that app is already frequently used by viewers to identify music heard during advertisements (especially automotive commercials), so it's a great next step for Dockers & Shazam to build upon what's already a natural viewer behavior. Expect a lot more of these mobile calls-to-action in 2010.