Atomic-Dog Marketing has always been a fan of the Shazam song-identifier smartphone app, so while watching TV the other day we couldn’t help but notice a Shazam logo in an Old Navy commercial. After using the Shazam app to “tag” the commercial, an Old Navy ad is displayed along with an built-in option to “Rock The Band’s Look” that opens your phone’s browser to the Old Navy mobile site.

While the Old Navy display ad in the song tag screen wasn’t clickable like other ads displayed in the same location, which doesn’t make sense, the overall Shazam for TV concept is a very smart use of their product and technology, and it will be interesting to see if it catches on with advertisers. If it does, Shazam has a nice new line of revenue in the queue, but will this innovative merging of a smartphone app with a TV commercial deliver results for the advertiser? Old Navy’s marketing team is surely checking their analytics to answer that question.

If you have the Shazam app you can check out the concept with this youtube video.