Burger King has extended its Coq Roq branded Web experience to include a quirky song recognition feature that uses visitors' mobile phones.
Crispin Porter + Bogusky developed the mobile music recognition service and added it to CoqRoq.com a week ago.
A call-to-action on the site asks, "Wanna hear what we think of your music? Dial 1-888-ROQRANT on your cell phone and we'll tell it like it is." Callers are prompted by Coq Roq "lead singer" Fowl Mouth to play 15 seconds of any song into their handset. After 15 seconds the voice shouts "I've heard enough, my ears are bleeding!" The user quickly receives a text message that mentions both the artist and song by name.
BK licensed the song recognition technology from 411-SONG, which also helped implement the campaign. CPB copywriters created dozens of scenarios in order to keep the experience fresh for repeat users, according to 411-SONG CEO Sunjay Guleria.
"They really did a good job in terms of brand personality, said Guleria. "It showcases what we can do for other bigger brands things that we weren't even thinking about."
A test of the music recognition feature using the Yo La Tengo song "Everyday" triggered the response, "I have to admit selling out as many arenas as Yo La Tengo does, and jamming to songs like "Everyday" rocks."
Before the mobile feature launched, BK squashed some language originally planned for the text triggers, says Guleria.
"We got some pushback from Burger King legal around some of the messaging on specific artist and song permutations. The campaign could continue to grow even more creatively around that. We're continuing to push for even more legal clearance around that."
It wasn't the first time the client yanked the reigns on Coq Roq. Shortly after its launch, Burger King removed some sexual double entendres from the site. The message boards have also been nixed.
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March 19, 2014