August 6, 2005
Burger King launches SMS music recognition campaign
In what is a novel Marketing campaign, Burger King has extended its teen-targeted metal group Cok Roq branded Web experience to include a quirky song recognition feature that uses visitors' mobile phones.
Crispin Porter + Bogusky developed the mobile music recognition service and added it to CokRoq.com a week ago.
A call-to-action on the site asks, "Wanna hear what we think of your music? Dial 1-888-ROQRANT on your cell phone and we'll tell it like it is." Callers are prompted by Coq Roq "lead singer" Fowl Mouth to play 15 seconds of any song into their handset. After 15 seconds the voice shouts "I've heard enough, my ears are bleeding!" The user quickly receives a text message that mentions both the artist and song by name.
BK licensed the song recognition technology from 411-SONG, which also helped implement the campaign. CPB copywriters created dozens of scenarios in order to keep the experience fresh for repeat users, according to 411-SONG CEO Sunjay Guleria."
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