Pillsbury Integrates Shazam for TV in Ad Campaign

-- General Mills is First Packaged Goods Company to Use Shazam's ACR Technology 

General Mills announced an agreement with Shazam to use its Shazam for TV mobile discovery application in ads for its Pillsbury Crescents brand. The marketing deal – announced Monday at The TV of Tomorrow Show in New York – lets mobile phone users watching a 15-second TV spot for Pillsbury receive links to recipes and videos sent to their phones. 

Targeting millennial moms, the 15-second "Holidays Made Easy" TV spots will air on national TV networks through the end of the month. Viewers that use the Shazam app on their mobile phone will be able to flip through various pages from Pillsbury to see recipes, recipe videos and links to "easy entertaining" ideas, Pillsbury said. General Mills is the first packaged good company to use Shazam's discovery service in an ad campaign. 

“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,” General Mills associate marketing manager Waylon Good said in Monday's announcement. “The partnership with Shazam is cutting edge and sparks another creative and unexpected way to reach consumers," he added. 

North America