Pillsbury Launches AR-based TV Campaign Using Shazam (Video)

 

At least that's how it's billed, though I'm unclear what is augmented reality here.

The gist: TV viewers can "scan" Pillsbury TV spots using Shazam (which scans via audio recognition) to receive recipes.

According to Econsultancy, 27% of people who scanned that recent Shazam-enabled Blue Navy TV campaign converted to a sale. It's unclear if that was three people or three million, but brands are smart to at least trial these kinds of technologies.

Of course, Econsultancy is right to point out (as I've said before as well) that it's unlikely people will keep their mobile phones at the ready to scan TV spots. But we do know many use mobile phones and tablets while they watch TV. So the same or better response might be achieved by simply offering up the URL instead of forcing folks to scan.

Still, the Doughboy's right to go digital like this - who knows what will catch on in time.

Read more, here.

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