Walmart-owned Asda has launched its annual Halloween campaign with a TV ad that uses Shazam to linked to an augmented reality mobile experience.
When users Shazam the TV ad they are led to an AR-enabled Asda-themed Halloween mouth that sings along to the TV soundtrack, Word Up! by Cameo.
The ad was designed by Saatchi & Saatchi London to showcase the range of products on offer at Asda. It aims to position Asda as the UK’s top destination for Halloween with the strapline ‘Home for all things haunted’.
Using their phone cameras, users can superimpose the singing mouth over their faces, take a screenshot and share it with friends.
This is the first time in the UK that a brand has used Shazam’s sound-recognition technology to launch a camera experience.
The campaign will run until 31 October. Alongside the 30-sec TV commercial will be 6-sec video ads on Asda’s social channels alongside a 20-second radio spot and PR support.
Andy Murray, Asda’s Chief Customer Officer, said: “Halloween is increasingly popular in the UK and our through-the-line campaign aims to bring out the fun side of the spooky celebrations. With the right mix of innovation, exclusive ranges and great prices, every touch-point of our campaign encourages the whole family to ‘get into the spirit’ and get involved – truly making Asda the home for all things haunted this year!”