Last updated on September 7th, 2012 at 10:53 am
General Mills, via its Pillsbury Crescents brand, is integrating Shazam for TV to reach busy millennial moms instantly in a first-in-ad category campaign. The company is the first packaged foods company to leverage Shazam’s discovery service,
The “Holiday Ideas Made Easy” 15-second television spot is airing on national networks through the end of December. In addition, General Mills and Shazam will showcase the television advertisement at the “TV of Tomorrow” show in New York. The partnership illustrates how the Shazam for TV service makes it easy for consumers—particularly tech-savvy moms who rely on their smartphones—to access holiday recipes and how-to tips, according to General Mills.
“Here’s a modern approach to holiday entertaining that will resonate with our savvy consumers, particularly millennial moms seeking quick ways to round out their recipe repertoire in the coming weeks,” said Waylon Good, marketing for Pillsbury Crescents. “The partnership with Shazam is cutting edge and sparks another creative and unexpected way to reach consumers. During this busy time of year, we’re pleased to deliver simple 30-minute ideas that start with a staple holiday product and result in dozens of mouthwatering possibilities.”
To use Shazam with the Pillsbury “Holiday Ideas Made Easy” commercial:
- Download the Shazam App to your smartphone;
- Use Shazam to listen to the ad when it’s being aired; and,
- Flip through the various pages of the Pillsbury tag result to see recipes, recipe videos and links to more easy entertaining ideas.