Mobile app Shazam has teamed up with Red Bull in New Zealand to launch a new drink using 'clickable' packaging.
Red Bull's new Kiwi-Apple flavour, which comes in a packaging that connects with the app, will be backed by a visual ad campaign across the country.
Shazam's Connect for Brands product offering aims to make all consumer facing touch points clickable, including traditional media, POS, and packaging.
“It's about building a bridge between physical and digital worlds,” said Red Bull brand manager Sophie Ericksen.
A visual recognition capability was launched in June last year as part of Shazam’s product offering.
The latest effort from Red Bull will enable consumers to click on the beverage containers to win prizes such as tickets to music festivals.
Shazam also partnered with Kit Kat in May this year to make its packaging more interactive.
