Wendys propels brand with incentivized mobile, social push
By Rimma Kats
April 4, 2013
Wendys is enticing consumers to learn more about its new Flatbread Grilled Chicken sandwich and connect with the brand on Twitter through an interactive mobile social campaign.
The company is advertising within Twitters Web and mobile platforms. The fast food giant is smart to add social media into the marketing mix to build an ongoing dialogue with consumers.
Wendys Flatbread Grilled Chicken sandwich digital effort takes advantage of the popular food spotting trend, said Denny Lynch, senior vice president of communications at Wendys International.
Beginning April 2, customers are encouraged to tweet a photo of their Flatbread Grilled Chicken sandwich @Wendys using the hashtag #twEATfor1K for a chance to win $1,000 that day, he said.
For every sandwich photo tweeted with #twEATfor1K, customers increase their chances of winning $1,000.
The Wendys Twitter promotion encourages consumers to tweet a picture of its new Flatbread sandwich to @Wendys using the hashtag #twEATfor1K.
By doing so, consumers are entered for a chance to win $1,000. Wendys is choosing a new winner each day.
Through the mobile and social campaign, consumers can learn more about the companys new sandwiches, as well as browse the latest tweets to see other pictures and entries.
This new campaign from Wendys has several layers to drive consumer engagement. There are social elements to build interaction and then there is the incentive $1,000 to not only get the consumers attention for the initial click-through, but also continue the conversation after it.
Wendy's does a terrific job with their new #Tweatfor1k social media campaign, said Dave Levy, executive vice president/cofounder of SocialVibe. Looking at what factors lead consumers to take social actions with a media campaign, Wendy's nailed each one.
Marketers need to think short term what is the immediate benefit a consumer will get for taking a social action, he said. Make choices and pick one social action and go with it don't confuse the message.
Finally, make it seamless to choose actions and media channels that create the least barriers.
Mr. Levy is not affiliated with Wendy's. He commented based on his expertise on the subject.
Wendys is no stranger when it comes to mobile.
In 2011, the company drove consumers to its locations to try its new hamburgers via two geotargeted mobile ad campaigns (see story).
Most recently, Wendys made mobile a big part of its marketing efforts with a campaign that aimed to increase in-store traffic and bolster brand awareness (see story).
Wendy's message couldn't be more clear with the benefit that the consumer will receive, while the tactic is not likely repeatable it is certainly effective, Mr. Levy said.
They also clearly made this a Twitter specific initiative and made it incredibly clear what they wanted the consumer to do, he said.
It should be no surprise that #Tweatfor1k is already a trending topic.
Rimma Kats is associate editor on Mobile Marketer, New York
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