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From the 8th Annual Shorty Awards

Après Ski Shazam Promotion

Entered in Creative use of Technology

About this entry

Luxury hits its peak as Bravo jet sets to Whistler, British Columbia in the new docu-series "Après Ski." When the rich and famous want the ultimate winter ski vacation, they head to this posh resort town where breathtaking mountain adventures are rivaled only by extravagant off-slope festivities. Hoping to take the après scene to a new level is Canadian hospitality mogul Joey Gibbons, who recently launched travel concierge business Gibbons Life aimed at redefining the tourism industry. To achieve this lofty goal, Joey has recruited a dream team of dynamic staff members to orchestrate unforgettable experiences — from backcountry heli-skiing and steamy hot springs spa treatments to fine dining in the Peak 2 Peak Gondola, no request is too outrageous.

Bravo looked to promote "Après Ski" to viewers with a promo that not only showed off the levels to which the show's stars would go to give their clients what they want, but would also engage its tech-savvy 18-35 target audience and let them experience a bit of the on-demand lifestyle at the center of the show.

Why does this entry deserve to win?

Bravo partnered with the popular app Shazam to offer a first to market experience when paired with its "Après Ski" television promo. Shazam usually works to help users identify songs by using their smartphones' microphones to "listen" to the track, followed by providing the listener information about the song, artist and album. In its partnership with Bravo, Shazam leveraged that technology to allow viewers a first ever opportunity to get their own digital après experience to watch a full pre-linear episode within the app, before it was available to anyone else.

"Apres Ski TV promos were bugged with a Shazam call to action, letting audiences know that by Shazaming the promo, they could unlock the premiere episode, prior to its linear release.The Shazam partnership also allowed viewers to activate their devices' calendars to save the next air date for "Après Ski" so they can catch it on Bravo. Users can also tune into social media feeds for Bravo and "Après Ski," and share their interest in the show with their social media followers on Facebook, Google+ and Twitter. In addition, Bravo was able to use Shazam first party data to continue to retarget interested parties throughout the season to remind them of new episodes.


Bravo's partnership with Shazam surpassed all benchmarks, garnering 1,600 Shazams during the promotion and achieving a 131% interaction rate — 3.2 times higher than Shazam's benchmark. One in every 10 users spent 22 minutes watching content thanks to the partnership, with the average user spending 7:35 minutes watching content, which was 7 times higher than the benchmark.


Video for Après Ski Shazam Promotion

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