Old Navy launches mobile effort with Shazam

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Clothing retailer Old Navy launched a mobile marketing campaign February 17 with mobile app developer Shazam. The effort gives consumers digital coupons and product information through Shazam's music identification service.

The retailer developed the campaign with Crispin Porter & Bogusky, the lead creative agency of parent company Gap Inc.

Old Navy's goal is to build loyalty among its 23-to-35-year-old female customer base. It hired a music house to create songs and videos for Old Navy stores and TV and online ads, said Catherine Rhoades, global communications manager at Gap Inc.

Consumers can use Shazam to identify the songs and access content that is customized for whether they are in a store or at home, said Evan Krauss, EVP of advertising and sales at Shazam.

“What we're doing for them is making their TV commercials, for all intensive purposes, clickable. So in one click you can 'Shazam' it, and seconds later you are engaging with more material about the brand,” he said.

If a consumer tags an Old Navy song outside of a store, he or she will receive information on products, details on contests and giveaways, and digital coupons to redeem in-store.

Old Navy stores will feature posters telling consumers how to tag songs through Shazam. Consumers who do so inside a store will receive “shopping tips about the new line…as well as on-the-spot discounts,” said Krauss.

“At random moments, they will give away massive discounts to customers in store just to reward them for taking action and being engaged,” he said.

Krauss added that while Shazam is able to track consumer activity “down to the second,” the developer will not share that data with Old Navy. However, he said the app will feature a survey that the retailer can use to acquire customer information.

Rhoades said the campaign's budget is “consistent with last year,” referring to its “SuperModelquins” effort, but declined to provide specific details. The campaign will run throughout 2011.

Shazam ran a similar campaign for clothing company Dockers during last year's Super Bowl, in which viewers could tag the brand's “Wear the Pants” commercial.

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