All for the low cost of absolutely nothing. But, if we think bigger and consider the resulting tangible impressions, word of mouth and positive PR, Wendy’s is looking at results that likely would have cost them millions of ad dollars on other social media platforms.
Sure, on the surface, Wendy’s 10-character response to Wilkerson resulted in 3.4 Million retweets. And, with Wilkerson’s tweet, Wendy’s seized the moment to connect with a consumer, and though they took a risk expecting nothing in return, the payoff was huge. By developing and sticking to their renewed social personality, they were not just entertaining their audience, but providing a way to relate to them. After the positive reception of their January “clap back” tweets, Wendy’s saw the opportunity to use Twitter to engage with their audience in a new and different way.
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Sometimes, the risk is not worth the reward.Īnd, sometimes it is. Even the most strategic, well-planned campaigns can get roasted when an unplanned, unwelcome cultural event happens in real-time. Twitter is highly unpredictable and requires a lot of effort to maintain in order for a brand to succeed. It’s no secret that brands often forego Twitter to invest their sweet, sweet ad dollars in platforms with more robust targeting capabilities and greater reach (Facebook), or on platforms with the highly desirable millennial/Gen Z audience (Snapchat).Īs a result, Twitter has become a less desirable social media platform for brands. On the surface, this story may seem like a bit of silly “Twitter nonsense”, but there’s a lot marketers can learn here. Wendy’s congratulates Carter Wilkerson on his new record. Challenge accepted and while Wilkerson is still about 14.5 million retweets short, it only took 5 weeks to break a world record.
TWITTER WENDYS NUGGETS FREE
Recently, the brand had decided to make some changes to its social media persona, specifically making waves on Twitter for “clapping back at Twitter trolls.” Staying true to its new identity, Wendy’s told Carter he’d get his free nuggs if he could reach 18 million retweets (approximately 5% of Twitter’s monthly active global users). While Wilkerson might have been joking, Wendy’s wasn’t. On April 5, 2017, Twitter user (Carter Wilkerson, 16) tweeted at Wendy’s, asking how many retweets he would have to get for Wendy’s to provide him with a year of free chicken nuggets. You may be scratching your head right about now, so let me bring you up to speed. now reigns supreme as the owner of the most-retweeted tweet ever, in the entire history of Twitter. A previously unknown 16-year-old from Reno, Nev. #NuggsForCarter: What a 16-Year-Old’s Plea for Chicken Can Teach Brands About Twitter
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