IntoNow, the iPhone app featuring cutting edge audio fingerprinting technology, is being used by Pepsi to distribute 50,000 free bottles of Pepsi MAX to viewers of the ‘Clubhouse in the Corn’ ad creative (featured below). In this example the IntoNow app recognizes the audio in the ad and instantly provides the user with a barcode on their mobile device which can then be redeemed at a checkout at any CVS or Target location.
IntoNow works very much like Shazam or SoundHound, apps used to identify music tracks – except IntoNow identifies TV programs and movies using its patented Soundprint technology. In fact, Shazam itself was used recently in an Old Navy campaign that recognized a song used in their commercial to give away 1000 free pairs of jeans.
Soundprint analyzes the audio coming from your televsion (or any device that is broadcasting audio) in 3-second increments creating an audio fingerprint. The fingerprint is then compared to their reference database made up of 130 channels of live broadcasting going back 5 years. I wrote about IntoNow and their MTV/Jersey Shore promotion back in February.
Adam Cahan CEO and Founder of IntoNow stated:
“At IntoNow we’re focused on using the companion devices we have in our lives as a way to connect with your friends, content and now brands. This is the first time where consumers can close the funnel between a brand experience on a TV commercial right down to a real world drink you can consume. That’s a really exciting first that opens the doors for advertising partners. We’re thrilled to be creating a new consumer experience with a brand like Pepsi MAX.”
The great thing about this technology is that advertisers do not have to make any changes to their broadcast creative. The IntoNow app simply requires 15 seconds of audio to compare against its database, then a user can experience any number of triggered events.
One limitation against these types of audio triggers in TV ads is of course their length – in this case the ad was a minute long, enough time to turn on your mobile device, activate the app and record the audio. A brand could simply sponsor the entire show allowing users to ‘check-in’ via the app to obtain the deal or interact with additional content. ABC is doing this with their Grey’s Anatomy iPad experience.
One thing I am looking into is how viewers of the ad are prompted to use the app. I discovered this via a story in AdAge this morning. Certainly this campaign is not driven only by word of mouth and mentions on the Pepsi MAX Facebook wall.