Does Shazam integration in TV advertising is the future of multi platform campaign?

In France SFR a major telecom company did an innovative one night campaign with Shazam as a partner.
If you Shazam the TV commercial in live you get trough the application access to a live concert.
MAI LAN a young artist get 60 000 viewers for her live concert sponsored by SFR.
That shows that the digital media industry is now a major actor in advertising.

It's an interesting question.
Second screen technology whether it's through smartphones, tablets, etc.
is definitely the future of multi-platform campaigns.