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Robin Hood Foundation ties TV special to mobile donations

By
December 11, 2012

The Robin Hood Foundation is enabling consumers to donate from their handsets during the upcoming televised Concert for Sandy Relief.

Consumers watching Wednesday’s 12-12-12 Concert for Sandy Relief can use the Shazam app to donate and find out more information about the Robin Hood Foundation Relief Fund. The concert is airing on 61 broadcast networks and 14 streaming sites and benefits victims of Superstorm Sandy.

“Shazam’s integration for this very worthy cause will simplify the donation process for people who want to get involved. When people are watching Wednesday’s broadcast – on television or streamed online – they can easily donate to help people affected by Hurricane Sandy simply by using Shazam with the broadcast on their phone or tablet,” said David Jones, executive vice president of marketing at Shazam, London.

Plugged-in viewers
Consumers with the Shazam app downloaded can use their device during the concert to unlock additional content.

Once the app recognizes that a user is watching the program, they can click-through to visit a mobile-optimized site for the Robin Hood Foundation Relief Fund to donate to the cause.

Alternatively, users can click on a link in the Shazam tag to donate via a phone call.

Additionally, consumers can shazam the performers, which include Alicia Keys, Kanye West, Sir Paul McCartney and Chris Martin to buy music via iTunes and Amazon. All profits from downloaded music during the event will be donated to the Robin Hood Foundation Relief Fund.

Users can also follow along with the event via Shazam through Twitter feeds. As consumers increasingly use their mobile devices while watching television, keeping viewers in the loop via social media is a great opportunity to build a closer one-on-one relationship.

“Since the launch of our Shazam for TV service, we have seen millions of people interact with ads, TV shows and special events like the Grammys and the Olympics to engage more deeply with the content,” Mr. Jones said.

“For TV shows and events, people are experiencing more by getting more information – sometimes exclusive information — along with social features all in one place,” he said.

“For TV advertising in about ten countries currently, people are getting more information about a brand or product of interest, receiving special offers, finding where to buy and even shopping from their couch.”

Connected users
For donations specifically, a mobile TV campaign is a great way to get users to donate when a cause is top of mind.

In this case, giving users a variety of ways to donate, whether it is through a song download, click-to-call or a mobile Web form, reaches a wide group of users.

“Actually, we’ve implemented a second-screen strategy for more than 200 brand campaigns, already, including Fortune 100 companies in every major industry vertical,” Mr. Jones said.

“Plus, this is taking off on a global basis, with successful Shazam integrations in the U.S., Britain, Ireland, France, Spain, Germany, Belgium, Australia, New Zealand and Turkey,” he said.

“For the first time, TV advertising can be interactive, with Shazam turning 30-second spots into several minutes of engagement.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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