Megabrands Pepsi Max and Cadbury are the first in the U.K. to roll out advertisements with Shazam-enabled TV. During "Britain's Got Talent," the food companies will be ringing extra content and giveaways to viewers. For example, Pepsi Max is using "Crowd Surfing," a spot that encourages users to use Shazam and tag the commercial, which will then link them to iTunes and enter them to win festival tickets.
What do you think of this usage of Shazam-enabled content? For another cool way Pepsi is engaging with consumers, check out the Pepsi Next impersonation campaign.