Wendy's: Keeping Fortnite Fresh

Wendy's, a quick-service restaurant chain, became a player on online game Fortnite to connect with young diners in the USA and boost its core message of never using frozen beef in its patties.

Campaign details

Brand: Wendy'sAgency: VMLY&RCountry: United States

Objectives

Wendy's would be the first brand to foray into the world of video game streaming. It hadn't been done before, so we looked to previous Wendy's activations for directional benchmarks.

  1. Earned media impact: Concurrent viewers and total views of the stream were our primary KPI. Previous Facebook livestream garnered 3,100 peak concurrent viewers and 49,000 views.
  2. Behaviour change: We wanted active viewers who interacted in Wendy's Twitch stream chat. Our previous Facebook livestream received 3,300 comments.
  3. Proxy for purchase intent: We wanted to increase social media mentions...

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