Brands and Independent Apps: The New Dynamic Duo of Advertising
February 18, 2011 by Traci McMurray
Old Navy just announced that the brand is retiring the 'Supermodelquins?' advertising campaign. While that isn't huge news in the fast-paced world of advertising, the announcement of their new campaign certainly is.
Old Navy is now promoting their new season of fashions alongside music app Shazam, an application that records songs and recognizes them, informing the user of the title and artist. Very convenient when you're at a store or restaurant when the overhead speakers pique your curiosity.
But what does Old Navy have to do with unidentified music? The store is releasing all-new original songs as part of the campaign and when a consumer uses the Shazam app on the songs, Old Navy fashion recommendations will pop up within the app.
The partnership is not surprising, but certainly unique. Carls Jr.'s campaign with their own geo-social network and 20th Century Fox's animated film Rio with popular game Angry Birds also made a big buzz recently.
What independent mobile application would you like to see aligned with brands in the future? Let us know in the comments.
