Shazam goes deeper with its augmented reality tech


Shazam is no newcomer to the augmented reality (AR) space: it might not have any Pokémon to catch, but its visual-recognition features launched in 2015.

Since then, brands and artists alike have been able to make posters, packaging and other materials Shazamable just like audio is.

Now Shazam is making a big push with its AR platform, based around its ‘Shazam Codes’ tool and a tech partnership with AR startup Zappar.

“Shazam’s new platform can bring any marketing materials to life – products, packaging, POS, advertising, events and more,” claimed the company yesterday. “The codes are capable of delivering AR experiences including 3D animations, product visualizations, mini-games and 360-degree videos.”

Alcohol brand Beam Suntory is one of the launch partners with a US promotion for its Sauza and Hornitos Tequila products that will involve an AR memory game.

While brands should be where the money is for this technology if it catches on, we think some artists and labels will be able to make use of it too.

Written by: Stuart Dredge