The challenge
Although mobile music discovery company Shazam had been around for a number of years, it was in danger of becoming a niche service that appealed only to people playing 'name that tune' in pub quizzes. Skywrite was briefed with bringing Shazam back into the limelight, raising its profile and dominating the competition in terms of positive press coverage.

What we did
Skywrite developed a campaign around the concept of 'creating fans' that love Shazam so much they would do the talking for them. Skywrite first identified influential targets across both consumer press and the blogosphere from the music, mobile and tech communities. The team then leaked news of any launches to these communities, encouraging conversations around the new apps and proactively seeding targets with free subscriptions to the app, to drive user reviews. Skywrite also created ongoing buzz by regularly engaging with bloggers and press about Shazam music trends and the Shazam music charts as well as actively monitoring reviews on various App Stores. This 'word of mouth' approach led to the team developing a strong network of Shazam fans who now regularly write and discuss Shazam stories.

What we got
Coverage of Shazam has been phenomenal with over 4,000 news and blog articles in 2010 alone. Highlights include features in BBC News, The Guardian, The Sunday Times, The Observer, Daily Star, Shortlist, Mashable, Tech Crunch, Daily Mail, Daily Mirror and The Independent. Shazam has been downloaded by over 100 million people and has been named the most popular mobile app across Europe by Comscore.