Boyz II Men and Wendy’s have launched what may just be the funniest brand-artist campaign of the year.
When was the last time you heard the soft croons of Boyz II Men over the airwaves? Most likely the mid-nineties. But the R&B trio is taking center-stage once again, having released a music video in collaboration with Wendy’s to promote the return of the brand’s famous pretzel bun. The lyrics for the track, entitled “YES YES YES! A Wendy’s Pretzel Love” are a string of tweets ostensibly penned by Wendy’s customers, extolling the virtues of the beloved pretzel bun, and begging for the addition to be a permanent fixture on the fast food establishment’s menu.
One week later, the video has run up more than a million views on the Boyz II Men Vevo channel, and has created a minor frenzy on Twitter, causing an increase of more than 560% in mentions for the band, and a lift of 60% for the brand.
The song is no “One Sweet Day,” or “I’ll Make Love To You,” (both of which unsurprisingly have view counts on Vevo in the tens-of-milions), but is a shockingly catchy tune. As Nathan Morris, in his signature baritone rumble, proclaims that they are turning tweets into love songs, you can’t help but lean back and indulge in the nostalgia of the 90s.
The impact of the campaign on social and earned media has been positive for both band and brand. In the past seven days Boyz II Men added another 11,000 page likes on Facebook, an increase of close to 40%, and about 1500 new Twitter followers. Compared to the 327 followers added the week prior, this is a bump of more than 350%. This week they ranked in the top 90th percentile across Vevo, Facebook, Rdio, Wikipedia and Twitter.
Wendy’s, which counts close to 5 million Facebook page likes in total, added another 30,000 this past week, an increase of more than 37% from the week before. Engagement is also up by more than 50%, with more than 300,000 stories shared about the brand on Facebook this week.
The partnership is well-timed for Boyz II Men, who renewed their residency at The Mirage in Las Vegas for three more years in April, and have a new album on the horizon.
In case you were curious as to what they are up to, the band is plenty active on social. Boyz II Men count more than 2.6 million Facebook page likes and 200,000 Twitter followers in total. There have been about 400,000 visits to their Wikipedia page so far this year, and an appearance on ABC’s The Bachelor caused a significant increase in page views and Twitter mentions in early June.
You might think it a little sad to watch the band that once soundtracked your awkward adolescent slow-dances (at least if you are a millennial) belt out choice quotes such as “Om Nom Nom Nom, Woot,” but the self-deprecating humor that pervades this video is brilliant. Boyz II Men prove they are amazing no matter what words come out of their mouth, and Wendy’s finds itself responsible for one of the most entertaining pieces of musical content to be released by a brand in 2014. (Though it should probably be mentioned that also Newcastle Brown Ale has been nailing it with some pretty witty content as of late.)
Photo Credit: Wikipedia
This article originally appeared on Forbes.com. Liv Buli is the resident data journalist for music analytics company Next Big Sound. Buli is a graduate of New York University’s Arthur L. Carter Journalism Institute and her work has appeared in Newsweek Daily Beast, Forbes, Billboard, Hypebot and more.