We’ve known for a number of weeks that UK-based music-recognition service Shazam was lining up a landmark advertising deal with British broadcaster ITV. The deal promises to let viewers snap up products they like during ad breaks, using nothing but their smartphone and Shazam’s mobile app.

Today, Britain’s biggest commercial broadcaster and Shazam have announced the first of these ads will feature during the Britain’s Got Talent grande finale, taking place on Saturday 12th May.

The deal that was penned last month saw ITV become the exclusive UK distributor for Shazam-enabled broadcast advertising in the UK, and ITV has since signed up Pepsi MAX and Cadbury as the first brands to offer viewers the chance to use Shazam during adverts.

Shazam is available across pretty much all mobile platforms, including iOS and Android, and the company says that there are more than ten million installations of the app in the UK alone.

“We are thrilled to debut award-winning Shazam for TV advertising with two leading global brands, Cadbury and Pepsi, during ITV’s Britain’s Got Talent, one of the most popular entertainment shows in the country,” says Shazam VP Advertising, Miles Lewis. “Millions of Shazam fans in the UK can now extend their engagement beyond the 30-second adverts and have a deeper, more interactive brand experience.”

Pepsi MAX’s 2012 football advert ‘Crowd Surfing’, starring footballing superstars Didier Drogba, Frank Lampard and Sergio Agüero, will feature the option to use Shazam to win tickets to summer music festivals, and unlock other prizes, screensavers and merchandise. It will also link to iTunes so fans can download the Calvin Harris track ‘Let’s Go’ feat. Ne-Yo, the ad’s official soundtrack.

Cadbury’s new Unwrap Gold advert will tap Shazam to give viewers a chance to win a London 2012 Opening Ceremony package as part of its broader Unwrap Gold campaign.

Shazam is one of the world’s most well-known music discovery platforms, with more than 200 million users in 200 countries – it says that it’s adding around 1.5 million new users each week.

➤ Shazam: iOS | Android