Hasta La Creative!

Shazam, which was introduced in 2002 and eventually became both a must-have smartphone app and a dogged survivor of social-TV attrition, remains unprofitable as it invests, according to executives, in its long-term success. Under CEO Rich Riley, the former Yahoo exec who took the reins last April, it’s also trying to get on the path to going public.

Enter another big Super Bowl play — and a Facebook effort to extend its reach well beyond Sunday or the confines of the app.

People who use Shazam to “tag” the game’s broadcast this year will be shown a new Twitter-like timeline. The live content feed will document the game — from tweets to photos to ads — and is designed to keep people using Shazam for the duration. But even if people tune in and out of the app, Shazam has created a new ad-retargeting program that plugs into Facebook.

Continue reading at AdAge.com