Wendy’s aims to pump up customers’ connection to brand with ‘burger music’

I didn’t find out about burger music until a couple of weeks ago, and I have some of the hippest friends who know every obscure genre of music, even if it hasn’t been invented yet. They didn’t know about burger music either.

Here’s what it is: The vibrant sounds associated with preparing and serving a great hamburger.

That’s no suspect Wikipedia definition. That comes straight from the promoter of this exciting addition to the music world, Wendy’s International Inc.

You, too, can create your own burger music by visiting www.thisismyburger.com and downloading “Baconator sound bites.” It’s a promotion for Wendy’s new Baconator burger, a half-pound of beef topped with more bacon than any one pig can produce.

The sound bites, as described on the website, are the hamburger sizzle, salt shaker, lettuce, spatula, straw slide and fryer beep. I listened to them. They really are pretty cool. There’s also a repeating vocal, which consists of two words: The Baconator.

Anyone can go to the website and fiddle around—to use a musical expression—with the sound bites to create a song.

But wait. That’s not all.

“More serious musicians,” as the news release says, can download three or more sound bites, mix them into an original song, and upload the masterpiece into the “rock-alternative-country” or “urban-hip hop” contest categories.

The idea is to “creatively interpret the Baconator experience through music,” as chief marketing officer Ian Rowden says.

Michael Hudson, an acclaimed producer who has worked with LL Cool J and other songsters, will judge the contest. The entries will be evaluated for their hipness and originality. They also have to sizzle, meaning the songs can’t put Hudson to sleep while he’s trying to judge them.

Guess what the grand-prize winners get? A studio recording session with Hudson, $5,000 and “guaranteed radio play in a major market.” Hmm. I hope that last one doesn’t involve any hanky panky with payola. The runners-up will get $500 and Wendy’s gift cards. Their songs will be released on the Wendy’s website. Instant music stars will be born.

Do not wonder why Wendy’s is doing this type of promotion. It has to. So do all the other restaurant chains in the world. They don’t need to hold music contests based on the sounds that kitchen utensils make, but they have to draw consumers into the brands if they want to turn them into customers.

I dislike the worn-out phrase “engage the consumer,” but that’s why restaurants have to conduct interactive promotions.

The Wendy’s promotion is kind of neat. I have no musical talent, but I do enjoy dancing. I think I’ll invent a dance to go along with burger music.