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Category
Branded Social Post / Real-Time Response
Annual ID
OS_SM17063M
About the Work
Wendy’s takes its fresh, never frozen beef seriously. So when Twitter user "Thuggy D" replied to a Wendy's Tweet saying they MUST freeze their beef (how could it arrive at the restaurant safely otherwise?) we took him to task in a simple, hilarious way: by reminding him about the miracle of refrigeration. The exchange went viral, leading thousands of other Twitter users to ask Wendy’s to roast them. Our community management team was up to the task, firing off jokes for days, becoming an internet meme almost instantly. The result was over 20 million Twitter profile visits, 190 million impressions, and a 407% increase in brand conversation volume over a ten day period. More importantly, we’ve established Wendy’s brand voice in an organic, high profile way by just doing what we do every day.
2017 Awards
Total Points: 5
Merit
Credits
Agency
VML / Kansas City
Wendy's / Dublin
PR / Marketing Agency
Ketchum / New York
Media Company
Mediavest Spark / New York
Art Director
Alison Radke
Chief Creative Officer
Debbi Vandeven
John Godsey
Chief Marketing Officer
Kurt Kane
Creative Director
Pat Piper
Tony Marin
Jess Elwood
Executive Creative Director
Chris Corley
Social Media Manager
Matt Keck
Meredith Ulmer
Writer
Francis LaBelle
Creative Team
Jen McDonald
Jason Bass
Bret Smith
Christina Miller
Emily Cray
Kelly Gartenmayer
Jessica Wiggins
Sam Schuster
Brandon Rhoten
Mike Bueno
Ryan Kefer
Melissa Golden
Marissa Kandel
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