The Glee Project Shazam campaign is a first of its kind cross media integration between two proprietary applications, OxygenLive and Shazam, in conjunction with television integration. Oxygen Network offers a custom built iOS and Android application, OxygenLive, that enables the brand's audiences to engage in a lively co-viewing experience as they enjoy their favorite shows on television while simultaneously interacting within the app. Launched in August 2010, the application connected fans and stars from popular Oxygen shows through a live chat experience, which serves as the app's primary functionality. Fans can chat with Oxygen show celebrities as well as each other from within each show's chat window, which is open during the show's live airing.

The Glee Project was Oxygen's biggest launch during the network's 2011 summer lineup. The show featured ten contenders competing to win a role on the third season of Fox's hit show, Glee. In order to enhance this experience for the show and the OxygenLive audience, Oxygen reached out to Shazam to discuss integrating Shazam within the OxygenLive app. Shazam is a leader in the music discovery space but the service has also found favor with brands by allowing them to create special engagement experiences for audiences through automatic content recognition.

With this cross-app integration, fans were able to 'shazam' (using Shazam's automatic content recognition technology to identify the show) a five minute window of each episode of The Glee Project. Upon successfully doing this, fans unlocked an exclusive video featuring one of the show's contenders and a guest star mentor, often a cast member of Glee. This video was exclusively available to fans that 'shazamed' The Glee Project and featured interesting one-on-one conversations between the contenders and the guest mentors.

The OxygenLive with Shazam campaign provided a compelling second screen experience to The Glee Project's audience using two media platforms, mobile and television. The target demographic for this show was already a young, digitally engaged audience, well versed in mobile app usage.

The primary goal of this initiative was to increase downloads of the OxygenLive app and in this it was successful. Application downloads increased 10% over the last 4 weeks of the show, as compared to the 4 weeks leading up to the premiere.

This is the first time Shazam has ever been successfully integrated into another application, so the successful launch of this campaign was ground-breaking unto itself. The conversion rate of users engaged with OxygenLive to 'shazam' the show was 0.78%. While there is no past data to compare this to, for a world first campaign that challenged mobile users to change both their perceptions and behaviors towards Shazam and the television co-viewing experience, this statistic is quite promising.

The ROI for this campaign was high in the sense that the successful integration of the Shazam SDK and the completed development of all necessary back-end systems ensure that Oxygen can (and will) launch future initiatives that leverage this functionality.