Wendy?s is capitalizing on the connection between music and mobile devices by enabling fans to stream a track from indie rock band American Authors on its Twitter and Facebook pages or by scanning a Shazam icon found on Wendy?s in-store signage and in movie theaters.

The music tie-in is part of a campaign ramping up excitement for the chain's new Bacon Mozzarella Burger that also includes a microsite on which the music track is available. The rock band?s latest single, ?Right Here Right Now," will be available on its upcoming album, but Wendy's fans will be able to stream it now. 

?The Bacon Mozzarella Burger is all about delicious, unexpected flavors, so it was natural to partner with a band that was looking for creative and unpredictable ways to release new music,? said Brandon Rhoten, vice president of digital, media and advertising at Wendy?s. ?The collaboration gives us the opportunity to provide exclusive, unexpected content.

?We anticipate the microsite will be a key stop for consumers to interact with the content.?

Surprises on social
This week, Wendy?s dropped the new American Authors song on its social media networks without giving followers any advance warning, showcasing how brands can incorporate surprise rollouts into their marketing strategies. The fast-food chain posted a video to its Twitter and Facebook accounts, accompanied by the tagline, ?If something unexpected sounds good to you, try the new Bacon Mozzarella Burger, Right Here Right Now.?

The video features an individual holding the Bacon Mozzarella Burger up to the camera as concert-goers with lighters in their hands sway in the background. American Authors? ?Right Here Right Now? plays for the duration of the clip.

Wendy?s social posts also drive consumers to its dedicated campaign microsite, unexpectedsoundsgood.com. Users can stream the song on the mobile-optimized site and use the locator button to find a nearby Wendy?s restaurant.

Additionally, the chain is complementing its social media marketing push with digital video rollouts on Instagram and Twitter. The clips will put a fresh spin on typical product beauty shots by featuring the new burger in unpredictable settings, such as a mid-air skydive.

Shazam staying power
Wendy?s collaboration with American Authors is also integrated into the fast-food marketer?s Bacon Mozzarella Burger video spots, which include several references to the band, such as a concert poster.

These video clips will appear in movie theaters and be accompanied by custom bumpers bearing the Shazam mobile application icon.

Consumers who Shazam the commercial prior to their movie starting will be taken to the unexpectedsoundsgood.com landing page. Meanwhile, Wendy?s customers will also be able to take advantage of the Shazam activation thanks to in-store point of sale signage.

?Shazam?s provided a strong backbone to offer our message across all media channels, intersecting our audience with unexpected content wherever they are,? Mr. Rhoten said. ?With over 27 million users per month, 5 million Shazam usages per day and a predominantly 18- to 34-year-old demographic, Shazam was a great fit.?

Wendy?s and American Authors will continue the partnership by treating select fans to an impromptu live concert. Consumers are encouraged to follow American Authors? and Wendy?s social media accounts for more information in the next several days.

Mobile video has proven to be a successful platform for Wendy?s, which has been angling its marketing content to best serve millennials and younger consumers.

A Wendy?s executive at the MMA Mobile Marketing Leadership Forum revealed that the fast-food chain?s initiatives within mobile video pay off ? especially among millennial consumers ? when it comes to driving in-store traffic, lending support to video ads? rise (see story).

Wendy?s also relied on consumer interest in parodies with a recent mobile-optimized site that poked fun at "Freezy Diskz" frozen patties' supposed superiority to the chain?s juicy burgers, catering to a smartphone audience with shareable content (see story).

?One of our primary advertising rules is ?don't be a jerk,?? Mr. Rhoten said. ?For that reason, you won't see us jumping into every conversation like some brands.

?Having said that, social is part of the fabric of life in 2016. Brands are not excluded. So we participate how and where we think it makes sense to be relevant, always watching out that we aren't annoying.?