Billboard partnered with music-capturing-and-discovery company Shazam for the 2012 Billboard Music Awards, and the result is the third-biggest third-most-tagged televised event in Shazam's history, after the 2012 Super Bowl and Grammy Awards.
During the telecast, as part of a Sony Electronics' Tablet promotion, Sony offered fans who used Shazam a free download for Diplo's remix of Usher's "Climax," from the singer's forthcoming album Looking 4 Myself. The success of the promotion demonstrates how hungry fans are for value-adding second-screen experiences, and their desire to learn more about what they're watching and hearing in real time.
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To spread awareness about the partnership, Shazam and Billboard deployed a multi-platform promotional strategy that utilized mobile, web and television to drive engagement. The Billboard Music Awards were advertised through Shazam's website via display ads, and pushed to audiences via Facebook and Twitter, with additional placement on Google+ and through Email placement. On Shazam's popular mobile application, banner placement and a listening screen takeover heightened anticipation for and awareness of the show.
During the BBMA's, the Shazam Icon appeared on-screen prompting Shazam users to follow along. Upon tagging a song during the event, additional prompts within the app guided users to the free song download and featured promotional space for Sony's tablet.¨The awards boosted ABC's ratings to #1 for the 5th consecutive Sunday in a row, and were 8 of the top 10 trending topics on Twitter, creating a social imprint of over 350,000 tweets, including #BBMA or #BillboardAwards