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·        Intel, ITV Commercial and Shazam® unveil new interactive Christmas TV ad

·         TV viewers given the chance to star in a specially adapted version of Intel’s ‘London Train’ ad by submitting festive messages to be live-edited during The X Factor final

·         The initiative marks an accelerated live edit and approval process for a TV advertising campaign


London, 5th December 2012 - Intel and ITV Commercial today announced a Christmas promotion to support the new range of Ultrabook™ Convertibles. The TV spot, to run on ITV1 on 8th December 2012, will culminate in a commercial featuring real-time user-generated content (UGC) submitted by viewers of ITV’s live The X Factor final. It will feature an accelerated edit and approval process for a TV advertising campaign to be seen in the UK and give viewers of The X Factor the chance to star in the specially adapted ad.


Viewers will be prompted before the start of The X Factor to open or download the Shazam App for a chance to be featured in the ad. A reminder will run during the first commercial break, along with a Shazam-enabled version of Intel’s ‘London Train’ ad, to encourage people to supply their own content to feature in the edited version, which will run after the show.


When viewers ‘Shazam’ the spot, they will be directed to a unique page within the app, where they can personalise Christmas messages to loved ones and friends and submit along with a photo uploaded from Facebook. These visual messages will be moderated, compiled and edited and a selection will air in the break following The X Factor final.


A dedicated microsite will go live at on Thursday 6th December and the activity will feature on Intel and ITV social media channels to encourage both communities to take part. Following the edit of the first advert, more personalised messages will run on the microsite to enable the maximum number of people to join in. An edit of all of the messages featuring in the first TV spot and online will then run in a second, 40-second commercial during Celebrity Juice on ITV2 on 13th December 2012.


Intel will also be giving its famous mnemonic (the most valued brand sonic logo in the world) a seasonal twist for the Christmas special - a first for Intel in the UK.


The campaign was conceived and executed for Intel by OMD UK and made possible by ITV’s exclusive partnership to distribute Shazam functionality in UK broadcast advertising. It will run as part of Intel’s ongoing Ultrabook convertible campaign.


Alistair Kemp, consumer marketing manager, Intel UK said: “We always look to encourage creative thinking in everything we do, so we’re excited to be offering consumers something new and engaging, and it’s great to be working with two pioneering brands to create what we think is a UK media first.”


He continued: “Moreover, the Intel and Ultrabook brands are all about the creative possibilities that our technology enables, so in offering viewers the chance to get involved and spread a bit of festive cheer, hopefully we’re giving them an experience they’ll value. We’re looking forward to seeing the results!”


Kim Gilroy, Account Sales Manager at ITV says: “We are very excited to be at the heart of this ambitious Intel campaign that embraces our Shazam and Dynamic Ad Delivery capabilities, giving viewers the opportunity to engage deeper with their adverts and appear in the interactive ad on ITV during The X Factor final.”

About Intel

Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world's computing devices. Additional information about Intel is available at and


Intel, Ultrabook and the Intel logo are trademarks of Intel Corporation in the United States and other countries.

*Other names and brands may be claimed as the property of others


About ITV Plc


ITV is the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV1, ITV2, ITV3 and ITV4 and CITV which are broadcast free-to-air. ITV is also focused on delivering its programming across multiple platforms including, video on demand on cable television and other ‘closed’ platforms, mobile devices and games consoles. ITV Studios produces and sells programmes and formats in the UK and worldwide, and comprises of ITV’s UK and international production operations, international distribution, home entertainment, publishing, merchandising. and licensing.

About Shazam

Shazam is the world’s leading media engagement company with more than 250 million people in 200 countries and adding another 2 million new users each week.  With the industry’s unlimited fastest tagging in the Free and premium Encore Apps on iOS and Android devices, Shazam is the best way for people to discover, explore, buy, and share more music, TV shows and branded content they love.

Shazam makes it easy for people to share their discoveries with their friends on Facebook using the Shazam Friends feature, as well as on Twitter and Google+.  For people who don't yet have the Shazam application on their smartphone, it is available for FREE on every major platform and can be found on iTunes App Store, Google play, Amazon App Store, AT&T’s AppCenter, Verizon VCast app store, Nokia Store, Windows Phone Marketplace, BlackBerry App World, and GetJar..

For further information about Shazam Entertainment visit and @ShazamNews or follow us on Facebook.  For daily music updates follow the Shazam Blog and @Shazam.

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The Shazam, Shazam Encore, LyricPlay, Shazam for TV names and icons are trademarks of Shazam Entertainment Limited.


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