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2018 One Show - Social Media

@Wendys Wit

Agency VML / Kansas City + Wendy's / Dublin

Client Wendy's
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OS_SM18001B

About the Work

Teenager Carter Wilkerson tweeted Wendy’s and asked how many retweets it would take to get him free chicken nuggets for a year. We responded “18 Million.” Overnight, celebrities and brands championed Carter’s cause, which couldn’t have happened on any other platform except Twitter. As Carter racked up more than 2 million retweets to become the second-most retweeted tweet of all time, we reached out to the owner of the most retweeted tweet ever, talk show host Ellen DeGeneres, whose Oscar selfie stood atop the list for years with more than 3.2 million retweets. Then we upped the ante and tweeted that when Carter’s tweet beat Ellen’s, we’d donate $100,000 to the Dave Thomas Foundation for Adoption charity in Carter’s name. Ellen included the story in her monologue that week, and Carter appeared on her show. Carter’s tweet about our nuggets now holds the record for most retweets.