Qdoba Mexican Grill has announced the company is taking its brand experience online with the addition of an interactive music player to its Web site through a partnership with Muzak, a provider of music and sensory branding services for businesses.
The music player, available now on Qdoba's Web site, offers a mix of the same artists and songs that are played in Qdoba restaurants across the country.
"We are always looking for innovative ways to extend our customers' brand experience outside of the restaurants," said Karen Guido, Qdoba's vice president of marketing. "In the last year, we've focused on expanding our brand online through social media initiatives and now by integrating our sound on the Web site, and we will continue to look for ways to maximize our customer interaction, whether that be in our restaurants, on the Web, or a mix of both."
Qdoba's new Web player, developed by Muzak, integrates social media aspects by allowing users to share their favorite songs/artists on Facebook and Twitter, read about monthly featured artists, purchase songs that they enjoy, and embed the player on their personal Web sites. In the coming weeks, Qdoba also will begin to offer free downloads to customers as an additional way to integrate the brand experience at home.
Touch, the new division of Muzak responsible for the campaign, is a comprehensive sonic and sensory branding firm. Touch is focused on working with brands such as Qdoba on strategic media and marketing efforts that connect customers in new and non-traditional ways.
"Great brands are always seeking meaningful ways to create deeper connections with their customers," said Bob Finigan, VP and general manager of Touch, A Muzak Co. "Qdoba's new online media platform represents a significant accomplishment for the entire Touch and Muzak development teams, who worked tirelessly to build this solution."