Wendy’s is trying a new tack to promote its latest limited-time offering—song.
The chain has partnered with pop band American Authors for a number of cross-promotional efforts related to its new Bacon Mozzarella Burger.
This week, it released an exclusive track from the band titled “Right Here, Right Now,” which the brand is promoting on social media via a Bacon Mozzarella Burger-theme video.
In addition, a Wendy’s microsite encourages visitors to preorder American Authors’ upcoming album, and ad spots for the LTO feature nods to the band, such as a concert poster and album cover.
The chain’s expanded promotional efforts for the Bacon Mozzarella Burger hinge on the idea of the unexpected, and will feature images of the LTO in unusual situations, such as skydiving.
The burger, which debuted on menus last week, sells for $4.69, or $6.79 as part of a combo meal.