Wendy's: #NuggsForCarter

Wendy’s, a fast-food restaurant chain, launched a PR and social media campaign that used a follower’s tweet to start a playful Twitter competition to beat the most retweeted Tweet ever, Ellen DeGeneres’ Oscars selfie.

Campaign details

Advertiser: Wendy'sAgencies: Ketchum, VML and Spark

Situation Analysis

In the hyper competitive world of fast food, brand reputations move fast. A trending social media story can break into pop culture, generating valuable brand and product awareness – or risking global public embarrassment.

Wendy’s enjoys a worldwide reputation for engaging its audience on social media, employing the quick wit and pop culture sensibilities that appeal to its Millennial target audience. So the social media team was already on the job when US teenager Carter Wilkerson tweeted Wendy’s Twitter handle to ask how many retweets he would...

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