March 14 is the 40th anniversary of restaurant chain Chili's. To celebrate its birthday, it hired IMM to create a social media campaign.
The 1990s theme for the Tex-Mex restaurant, "Baby Back Ribs," is one of the most recognizable TV jingles. To launch the campaign, a YouTube video features a variety of people performing the song in their own style.
The video asks for people to share their own version of the tune using the hashtag #SingBabyBack by March 8.
A video debuting on the restaurant's birthday will contain a montage of some of the best renditions.