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Brief Published: 11 Nov 2013

Wendy’s Twitter-Generated Marketing Campaign


The melodrama of a classic soap opera is adopted by US fast-food chain Wendy’s in its latest campaign, which turns fan tweets into hilarious short YouTube ads for its limited edition pretzel burger and sandwich buns.

In its Pretzel Love Stories campaign, tweets from fans of the chain’s Pretzel Pub Chicken sandwich were used to script short, over-the-top soap opera skits on YouTube. In one video, a wedding is sabotaged by an evil character named Pretzel Burns, while in another, the female protagonist finds herself in jail complaining about the distance of the nearest Wendy’s restaurant – all narrated through fan tweets.

These viral videos follow Wendy’s equally clever Pretzel Bacon Cheeseburger Love Song videos earlier in the year, which crowdsourced fan tweets into cheesy love ballads. American singer-songwriter and reality TV star Nick Lachey also featured in the final video, adding another layer of kitsch to an already sickeningly funny campaign.

Wendy’s is covering a lot of bases with these campaigns. By adopting a strong social media presence, the brand can engage with its fans and showcase their passion for its product. The real-time aspect of this approach means the brand can continue to react to consumer feedback with great viral ads. Take a look at Newsjacking and Rules for Going Viral for more on this.

Also see how brands are looking to quick and cheap online entertainment-as-advertising in Denny’s Always Open, and how consumers are increasingly being tapped by brands for their creative input in brand advertising in Consumer Creators