New “Grey’s Anatomy� TV Ads Get Shazamable

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When ABC starts running promos Monday night for season eight of the hit drama Grey’s Anatomy, fans can unlock extra content with the Shazam smartphone apps.

In the past few months, Shazam has ramped up its Shazam for TV initiative — it could be considered an aural QR code.

Using the Shazam apps for iOS, Android, BlackBerry, Symbian and Windows Phone 7, users can not only tag and identify audio tracks or radio playing in the background, but unlock special messages or features from TV ads. Last week, Shazam and Vevo teamed up to make Lil Wayne’s latest video “Shazamable” too.

For Grey’s Anatomy, promos for the upcoming eighth season can be tagged using the app. Once tagged, fans will be given a sneak peek at the drama series.

Additionally, more content will be unlocked in the next few weeks, including a music video by Scars on 45, as well as other scenes from the show.

It’s a cool concept. We like that fans are rewarded for going the extra mile. It’s also a smart pivot for the startup, especially now that the music identification space has more players.

Grey’s Anatomy premieres on Sept. 22. The Shazamable promo spots will start airing tonight in prime time on ABC.

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