ADV IDEAS: A vocalist sings praises of cheeseburger in a video

Great idea to use Twitter and its tweets!

Nick Lachey, one of the songster of love songs, but the verse to a Pretzel Bacon Cheeseburger is likely the first.

In West 34th Street in Manhattan on July 8, visitors to Wendy’s saw the lead vocalist of boy band 98 Degrees singing tweets from fans of the chain’s newest burger. Ohio chain is calling one of its biggest marketing campaigns this year; the push for the limited-time product is part of what the Dublin. The performance of the tweets, or what Chief Marketing Officer Craig Bahner called “love songs,” will be aired live on Facebook. The “lyrics” will be a combination of real-time tweets and tweets already posted to Wendy’s Twitter feed with the hashtag

After Mr. Lachey’s performance, Wendy’s will release a handful of additional videos with tweet-songs performed by Second City members (though the actor in the introductory video is not part of the comedy troupe). Wendy’s digital agency, VML, will be handling the digital and social aspects of the campaign, along with the videos.

In addition to the social-media push, Wendy’s will run a TV ad from Publics’ Kaplan Thaler that features a no-name character dubbed Red pitching the pretzel burger.