Barclaycard is integrating music recognition app Shazam and an Augmented Reality game into its Christmas TV campaign, centered around the idea of a magical toyshop world.
In the ad by BBH, directed by Chris Palmer of Gorgeous, a father is wondering what toys to get his kid and is guided by a bear (voiced by actor James Corden) into a world of toys brought to life. The ad is designed to showcase the brand's mobile payment solutions, and consumers can interact with the spot by opening the Shazam app on their smart phone and tagging the ad to win prizes. Every time someone wins a prize using Shazam, Barclaycard will donate five pounds to Great Ormond Street Hospital Children's Charity. (All the toys used in the shoot were also donated to charities). An AR game, Toys Unleashed, will be available from the Apple app store from November 16, allowing users to play with characters from the campaign. The AR and Shazam elements were produced by digital agency, Dare.