Shazam has hired Hotwire sister agency Skywrite Communications to promote its service in the US and UK. The agency will target social networks and blogs, with videos and virals planned for later in the campaign.
Shazam enables users to identify a song they hear on the radio or in a club by holding their phone in the air for 10 seconds. Subscribers to the Shazam service can then purchase any music that they hear, all automatically.
Skywrite MD Sarah Baldry said that her team would target 'all music lovers', focusing on 20- to 35-year-olds. 'They are the demographic with the cutting-edge phones,' she said. Baldry added that the agency plans to capitalise on Shazam's new Facebook application.
Skywrite was launched last year as an offshoot of Hotwire, with the aim of providing PR support for small, high-growth tech startups (PRWeek, 21 February 2007). The agency's client roster includes iPod accessory manufacturer Logic3, mobile payment specialist Upaid and social network parent company BuzzCity.