Toyota is running an integrated mobile marketing campaign that lets users vie for a chance to win a new 2012 Camry Effect during a live NBC television broadcast.

The company partnered with Shazam for this marketing campaign. The initiative enables viewers to use the Shazam mobile app to enter for a chance to win a Camry during the live broadcast on Feb. 5.

Toyota Motor Sales U.S.A. Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion.

Shazam is a music-identifying app.

Shazam it
Users can use the Shazam app during the Toyota "Connections" commercial, which is currently available online at the company?s YouTube page.

According to Toyota, the Connections spot marks the first major outreach effort for the Camry Effect.

The Connections spot is part of an innovative approach aimed at increasing viewer engagement with the Camry Effect 

The campaign creates an experience across multiple platforms that connects television, online, mobile and social media together.

Users can enter the daily sweepstakes entry through two methods ? by watching the TV spot online and using the Shazam app when prompted or by filling out an entry form online.

Toyota will choose a winner who will be notified on the night of Feb. 5.

Additionally, there will be a public announcement.

Users can enter the giveaway once a day until Feb. 5.

Toyota is also encouraging users to get the word out about the campaign and encourage friends and family to participate as well.

Other campaigns
Toyota is not the only company using Shazam to boast its marketing efforts.

Last year, Twentieth Century Fox used Shazam to connect Glee fans with extra content for watching their favorite movie.

Fox enabled the new release of Glee: The Concert Movie with Shazam tags. Using the technology, users had the option of pausing and rewinding the movie to unlock extra content (see story).

Most recently, Disney Parks partnered with Shazam to let consumers engage and unlock exclusive content via a new interactive campaign.

Disney Parks is incorporating the Shazam for TV service with the festive Disney Parks Christmas Day Parade on ABC-TV to give viewers a special way to experience the popular event. On Christmas Day, users can use the Shazam app to view behind-the-scenes footage of their favorite stars (see story).

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York