Dance legends Faithless are taking a new approach to advertising, selling copies of their album via mobile music discovery service Shazam. The band will be one of the first to advertise in an innovative new crossover brand of viral and television marketing.
Television adverts promoting the band’s latest single, ’Feeling Good’, will air this week and feature a logo for the widely used ‘Shazam’ iPhone/Smartphone app. The ads will prompt viewers to tag the track using the app, directing them to a mobile site where they can purchase the trance superstars’ latest album, ‘The Dance’, as well as other pieces of merchandise from the band.
Brian Message, a representative of Faithless' management firm ATC Management, said: "Partnering with Shazam to promote the album and tour taps into our fans' use of new technology and gives them a quick and simple way to discover more about the band."
Artists such as Kanye West, Death Cab For Cutie, Madonna and Linkin Park have previously released interactive iPhone apps with their music, however this is the first interactive campaign to fuse smartphone technology with mass-media marketing.
The adverts will initially be shown in late-night slots on channels including Sky1 and Five USA, and tagging the track will direct users to the band’s YouTube page. Shazam has run similar ads in the US for partner brands including Levi's and TV shows such as Warehouse 13 and Eureka, however this is the first time a campaign of this sort has been launched in the UK.
You can watch the official video for ‘Feeling Good’ by Faithless here:
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