Shazam brought its recently launched augmented reality (AR) solution to Cannes Lions 2017 during a panel session featuring Shazam CRO Greg Glenday and Grammy award-winner Wyclef Jean.

The augmented solution significantly enhances the visual recognition side of Shazam’s popular music identification service and will give brands and artists the opportunity to partner and bring their products to life.

The platform can bring any marketing materials to life—products, packaging, POS, advertising, events and more — just by utilising the app to scan unique “Shazam Codes.”

These codes are capable of delivering AR experiences including 3D animations, product visualisations, mini-games and 360-degree videos.

“One of the things missing from augmented reality for advertisers has been a frictionless way to deliver these experiences at scale,” says Shazam CRO Greg Glenday. “Because Shazam has such a massive install base, and consumers are already accustomed to using the app for discovery — we have now solved that problem. The possibilities for a brand to bring their products to life or make their advertising more engaging are quite literally only limited by the imagination.”

“AR, like any medium, when used effectively, can be more than a promotional tool,” Wyclef Jean told the Cannes audience. “It can also be used as a vehicle for your creativity. It gives artists the opportunity to connect with fans on a deeper level. It gives artists a chance to forge new ways to present their personal brand.”

Shazam has partnered with Zappar, a world leader in augmented reality on mobile devices, to deliver the code-scanning technology behind Shazam Codes as well as the platform’s immersive and expressive short form mobile experiences. Shazam AR works with all iOS (Shazam v10.5) or Android (Shazam v7.5) devices.