Bauer’s KISS Radio has partnered with Shazam, the popular music-discovery app, to run a creative on-air and online mechanic to celebrate the launch of the summer’s anticipated comedy blockbuster, Tag. The film is due for release on 29th June.
Tag is based on a true story which follows a small group of former classmates as they organise an elaborate, no-holds-barred annual game of tag that requires some to travel all over the country—risking their necks, their jobs and their relationships to take each other down with the battle cry: “You’re It!”. This year, the game coincides with the wedding of their only undefeated player, which should finally make him an easy target. But he knows they’re coming…and he’s ready.
The partnership between Bauer and Shazam was created to raise awareness of the movie using the hook of playing the game ‘tag’ to land the humour about the movie and drive footfall among 16 – 34-year-olds into cinemas.
Once listeners hear the Tag sonic id, they’ll have just 30 seconds to ‘tag it’ for a chance to be entered into a competition to win tickets to the much-anticipated film and £1000 in cash. Once the audio is tagged through Shazam, bespoke content will appear in the app with the ability to watch the trailer for the film.
The partnership, which runs this week across KISS Radio, combines digital and audio in a fresh and innovative way. This includes live reads where KISS presenters, including Ricky, Melvin and Charlie, will be chatting about the hilarious comedy Tag on Friday 29th to build anticipation ahead the film’s launch and explain the competition mechanic.
Additionally, those landing on the KISS homepage will be encouraged to visit the creative page on the Shazam app directly, where they can view the trailer and enter the competition. This page will be amplified on KISS’ social channels to maximise reach and engagement.
Andy Roberts, Group Programme Director at KISS, said, “We’re thrilled to launch this innovative campaign with Shazam and Tag. It’s an incredibly cool campaign that combines our on-air and online expertise in a fresh and fun way that lands the gaming message perfectly. By tapping into our talent, we’re able to bring the film’s playfulness to life and use KISS’ influence to reach the movie’s target audience.”
Jonathan Davies, Director of Music Partnerships at Shazam, said, “Our users discover so much new music from KISS that it's such a natural extension to partner with them and leverage Shazam’s engaging platform and give listeners the chance to enter this competition.”
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Notes to editors
For further information, please contact:
Jessie Allen, Tom Broughton or Leah Fullalove at MWWPR
T: 0207 046 6080
About Bauer Media
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, Kiss, Grazia, Empire, TV Choice, Take a Break, Bella, Magic and Absolute Radio. It creates and curates entertaining media content that audiences love whenever, wherever and however they want through a multi-channel strategy and a focus on product excellence and audience insight. The result is an exciting array of influential brands, content and talent which provide compelling and engaging advertising opportunities with valuable audiences for UK commercial partners. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.
Shazam is a popular app used by hundreds of millions of people to magically connect to the world around them. Besides music identification, Shazam helps people discover, interact with, and share audio, video, printed or augmented reality content—and lets music fans follow their favorite artists to share in the thrill of discovery. For more information, please visit www.shazam.com.
Senior PR Manager, Shazam