First, let’s all take a moment to bask in the yummy goodness of this image. Then, give kudos to Wendy’s for finding away to make the bacon cheeseburger new and fun. (Are you selling a product than can use a fresh twist?)
Now, it’s down to the details. Wendy’s offered the new burger in three test markets and the online reviews were overwhelmingly positive. This created a viral outcry of “why doesn’t my Wendy’s have this burger” and that inspired the Wendy’s PR folks to take this campaign to the people.
Craig Bahner, Wendy’s Chief Marketing Officer says,
“We’re taking fans’ comments about this innovative cheeseburger and amplifying their love by turning their actual Tweets and Facebook posts into lyrics for Pretzel Love Songs. One of my favorite tweets from a consumer: ‘Just took my first bite of @Wendys Pretzel Bacon Cheeseburger and I think my soul just smiled.'”
Wendy’s is asking fans to post their amorous burger thoughts using the hashtag #PretzelLoveSongs. Then, they’ll take the most creative posts and turn them into love songs scored and sung by professional musicians and vocalists. They plan to create five original music videos from the material which will air throughout the summer.
To kick off the event, Nick Lachey will be singing select Twitter hits live today at 6 pm ET. You can watch the livestream on Wendy’s Facebook page.
In the past, we’ve seen companies ask fans to create videos for an ad campaign but that involves a lot of time and effort. By going with Twitter, Wendy’s has lowered the bar for participation and the more people who participate, the bigger the buzz.
Of course, not all of the submitted Tweets are gems but here are a couple of new ones that are as pleasing to the ear as that burger is to the palate.
Can you smell the love tonight? Pretzels and burgers feel alright. #PretzelLoveSongs
— tricia desjardins. (@TriciaDesjardin) July 8, 2013
— Ali (@alijean1984) July 8, 2013
Loving the new Wendy's Pretzel Burger! #pretzellovesongs
— Peter R. Hernandez (@BigPeteNyc) July 8, 2013
Okay, that last one could use some work. Is it lunchtime yet?