Pillsbury utilizes audio-detection technology to create interactive ads.

General Mill’s Pillsbury has incorporated Shazam with their new TV campaign to target tech-savvy moms. The commercials can be identified by the popular smartphone to bring exclusive content to the viewer, such as recipes and product information. The TV ads include the call to action that instructs viewers to use the Shazam app.

Evan Krauss, Executive Vice President in Advertising and Sales at Shazam remarked, “A 15- or 30-second commercial is great to inspire people, but Pillsbury saw an opportunity to use Shazam to get people to learn more and get recipes.”

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