50,000 people interacted with the Shazam-able TV ads during Britain's Got Talent

"ITV and Shazam have revealed that around 50,000 viewers used the Shazam app to tag the Pepsi MAX and Cadbury ads that aired in just 60 seconds of airtime during special ad breaks in Saturday’s final of Britain’s Got Talent.
Viewers with Shazam on their smartphones were able to enter contests to win summer music festivals from Pepsi MAX and an Olympic Ceremony package from Cadbury, as well as participate in the conversation on social networks. The Pepsi MAX ‘Crowd Surfing’ football ad also included the chance to unlock other prizes, free screen savers, merchandise and a link to download the Calvin Harris track, Let’s Go, the ad’s official soundtrack."

Source:  Mobile Marketing, 15th May 2012