SHAZAM x GRAZA: Shazam Your Sizzle
This interactive ad campaign creates a "secret bookshelf door moment" that prompts users to interact with mundane objects in a new way to discover a hidden feature. Shazam boosts user retainment in the app and reveals a new functionality to attract Graza's active and youthful audience, while Graza takes advantage of Shazam technology and user base to create an unmatched interactive experience in the olive oil market.
THE INTERACTION
Graza has two main products: Drizzle, an olive oil to eat raw, and Sizzle, an olive oil to cook with. Verbing "Shazam," we have the campaign concept and name: Shazam your Sizzle. It's as simple as it sounds: when you're cooking something, Shazam your sizzle and access a hidden page with cultural playlists, recipes, and quizzes that you can record yourself taking and share online for a chance of winning a musical-culinary trip to Graza's olive farms in Spain.
CHANNELS
To create awareness about the campaign in a minimally invasive way to Graza's production and logistics, we'd add tags and stickers to their products. The Shazam app would display easter eggs like they currently do with Apple Music playlists and features, and all of this would be accompanied by traditional ooh spots and social media content.
EXPECTED OUTCOME
It's hard to dictate or even define what's "viral" today, but this campaign has a lot of potential to generate valuable user content. "Shazamming" your sizzle is an interaction that requires no money and very little commitment. Most people already have Shazam, most people already cook something, sometimes, and pretty much anything that you throw on a hot pan with oil sizzles. The quizzes will engage an audience that likes cooking and allow users to record themselves in the style of a TikTok/Instagram filter, which they're used to seeing and sharing. Lastly, the trip given as a reward is an excellent opportunity for both brands to produce even more content and reinforce a connection between their music and food businesses.
