BRAND COLLAB & INTERACTIVE CAMPAIGN
SCAD PROJECT (2025)
SHAZAM YOUR SIZZLE
At the center of this unexpected collaboration between a music recognition app and a disruptive olive oil brand lies a new use case for the Shazam app: a sound-based QR code that turns everyday moments into interactive brand experiences.
is a legacy mobile app that listens to and identifies music. At 24 years old, it pulls over 300M monthly active users, but relevance among digital-native generations is declining.
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is a viral olive oil brand positioned as a high-quality pantry staple instead of a luxury item for display. Their best selling product is the "Sizzle" cooking oil, which comes in a joyful, dark green squeeze bottle.
THE CORE IDEA
Use Shazam as a "sound-based QR code" platform to access exclusive deals and curated content. While cooking, activate the app and let it listen to your Sizzle, opening a campaign page including playlists that connect cuisines with music genres and quizzes that can lead to prizes.
CAMPAIGN MECHANICS
Once inside the campaign page, users can record themselves answering quizzes, creating user-generated content (UGC) to be shared on social media. Participation places them in the running for prizes, including a trip to visit Graza's olive farms and explore Spanish music culture with the Shazam team.
DETAILS THAT MAKE A DIFFERENCE
"Shazam your Sizzle" is an interaction that only works if the product is actually being used: cooking something in a hot pan - reinforcing Graza's positioning as a daily cooking staple, not a shelf object.
CAMPAIGN TOUCHPOINTS
Instead of redesigning Graza's packaging, lightweight tags and stickers will be placed, turning bottles into entry points without disrupting production. OOH posters and billboards will create awareness on the streets, while Instagram carousels and stories guide users back to the Shazam experience online.
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EXPECTED OUTCOME
For Shazam, this campaign introduces a new use case that extends time spent in the app by transforming it into a digital host for brands that don't have - or don't want - their own apps. The result is longer engagement, new partnership models, and a renewed cultural relevance tied back to music as a creative medium, a feeling that's understood, valued, and shared by the Graza community.
Graza, on the other hand, gains a digital foothold for a limited time, enabling new interactive experiences that deepen engagement while remaining true to their positioning: oil meant to used. With over 2B lifetime downloads, Shazam is a platform that people already have installed, removing one of the biggest friction points in interactive campaigns.
Additionally, the collaboration will simultaneously benefit both brands when it comes to content creation, first with UGC and, later, recorded material from the trip to Spain. Beyond profits and social media awareness, the goal is to connect two industries through a real shared behavior: a campaign that shows how music and cooking don't just coexist, but activate each other.
