Through Shazam, shoppers could tag the songs from anywhere to shop the featured items, score exclusive deals and download the full-length songs, all right on their phones, and the experience differed depending on where people tagged the songs. TV and online tags allowed shoppers to score featured items for free and buy the newest outfits. In-store tags gave shoppers styling tips for the new clothes and special perks unique to the store.

The debut Old Navy Records track was the most tagged song on Shazam on the day of the launch, getting 3 times as many tags as Chris Brown’s latest hit in the #2 spot. It was still in the top 10 tagged songs a full month later, even with no TV support. The buzz surrounding it led to more than 2 million views on YouTube. CNBC, New York Times and fashion sites like Geeksugar pegged it as a first-of-its-kind way to shop. The discount retailer gained credibility and was suddenly seen as a fashion innovator.