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Microsoft and Shazam in Internet Explorer campaign tie-up

Microsoft has teamed up with music discovery company Shazam to launch its new Internet Explorer ad campaign, ‘Beauty of the Web’, in the UK.

Through the partnership, when consumers see Microsoft’s ‘Beauty of the Web’ ad featuring the song Too Close by Alex Clare, they can use the Shazam App to interact with the ad.

The 30” and 60” TV ads feature an on-air prompt from Shazam inviting consumers to use the Shazam App to view exclusive live performances and interviews with the artist, Clare, and enter a competition to see him perform live in London.

The campaign was planned by UM London, with the creative handled by Wunderman. It spans TV, out-of-home, print and digital.

The campaigns debuts in the UK during The X Factor this weekend (September 15).

“The new Internet Explorer campaign marks another great implementation of the Shazam for TV service in the UK,” says Shazam vice-president advertising sales for Europe Miles Lewis. “Earlier this year people were already using Shazam with the ad campaign to identify Alex Clare, the artist featured in the campaign. They drove Clare to the top of the Shazam Tag Charts in the US and UK, and boosted him in the national charts, as well.”

Jenni Baker, London