Home  › Marketing › Strategies
wendy-s-pretzel-love-songs

Wendy's Serenades Burger, Customers With Pretzel Love Songs

  |  July 10, 2013   |  Comments

The initiative, which pulls content from Twitter and Facebook, asks consumers to submit comments about Wendy's Pretzel Bacon Cheeseburger with the hashtag #PretzelLoveSongs.

While love songs typically express devotion with lyrics about "you" and "forever," quick-service chain Wendy's is adding "bacon," "cheese," and "pretzel bread" to the mix in an initiative that celebrates what it calls its "most anticipated product of the summer" - and the fans who love it.

The campaign, Pretzel Love Songs, creates love songs out of social commentary.

Fans are invited to post their feelings about Wendy's new Pretzel Bacon Cheeseburger with the hashtag #PretzelLoveSongs on Twitter and Facebook. In turn, Wendy's turns what it deems the most creative posts into love song lyrics, which it says will be scored and sung by professional musicians and vocalists.

The songs will be featured in five music videos through the summer.

The first was posted to YouTube on July 7: 

As of Wednesday, it had 7,400 views.

Lyrics in the inaugural video include, "Fireworks...in my mouth hole!" and, "Spent the morning trying to come up with a Wendy's pretzel burger joke before giving up because it actually sounds delicious."

Featured lyrics include the participant's name, Twitter handle, and profile photo.

Wendy's spokesman Denny Lynch says the lyrics in the first video include comments from test markets as well as early markets when Wendy's was introducing the product.

"Now we'll continue to capture those comments and tweets and we will make four more videos that will be used all summer long," he adds.

The singer in the first video was selected after a casting call, Lynch says. Future videos may include talent from the improv group Second City, he adds.

The promotion runs through August. The finale video will feature recording artist, television personality and Jessica Simpson ex Nick Lachey.

Lynch says Wendy's is looking for creativity and happiness in potential lyrics.

"We want to let customers profess their love of pretzel bread and cheeseburgers," Lynch says. "Think about what we just combined - it's three American favorites: cheeseburgers, bacon, and pretzels."

The goal is to encourage as many lyrics as possible, Lynch says. The first video includes nine.

To promote the initiative, Wendy's hosted a live event in New York City on July 8. In it, Lachey sang tweets using "some of the most creative and love-filled posts from Pretzel Bacon Cheeseburger fans," Wendy's says. Fans could watch on the Livestream page or on Wendy's Facebook page and submit their own feelings for the Pretzel Bacon Cheeseburger using the aforementioned hashtag. According to the Livestream page, it had about 2,200 views.

Wendy's says Lachey will select his favorite posts and incorporate them into a Pretzel Love Songs finale video in August.

The campaign came about after Wendy's tested the Pretzel Bacon Cheeseburger earlier this year and consumers expressed their "mad love of pretzel bread" and posted their reviews online.

"Almost immediately, customers tweeted about it and posted comments and pictures," Lynch says. "Most of it was about their love of pretzel bread, so we knew we had a potential winner on our hands."

This created what Wendy's calls "a viral outpouring of consumers searching for the sandwich at their local Wendy's," the brand says. The "love fest" became the impetus for the campaign.

"We're promoting a product, but also engaging with our customers in a way that we hope they enjoy and they feel is very relevant," Lynch says.

The promotion targets a younger audience that "lives on social media" and "gets their content driven by mobile devices," Lynch says.

Promotion for Pretzel Love Songs includes national TV, radio, Hispanic TV, digital and social media, restaurant merchandising, and outdoor billboards.

Wendy's has 3.8 million Facebook fans and 270,000 followers on Twitter.

The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and company restaurants in the U.S. and 27 countries and U.S. territories worldwide, the brand says.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...