By VML, Kansas City, USA

For Wendy's

Winner in category Digital

Project Description
@carterjwm tweeted Wendy’s and asked how many retweets it would take to get him free chicken nuggets for a year. We responded “18 Million.” Before we knew it, celebrities and brands championed Carter’s “cause,” getting it mainstream media attention.

As Carter began to rack up more than 2 million retweets to become the second-most-retweeted tweet of all time (surpassing notable tweets from President Barack Obama and famous pop band One Direction), 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.

At this point, we upped the ante and tweeted that when Carter’s tweet beats Ellen’s, we would 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 even appeared on her show.
Agency Solution
An important factor in our brand health scores and our general popularity is being rated highly on the metric “Wendy’s is a brand for people like me.” That means our voice needs to be familiar, and we need to be able to engage our audience in topics and conversations that are interesting and meaningful to them.
It’s also very important that our reach and exposure are driven organically. We want all our interactions to be authentic and strike a chord with consumers in such a way that they want to share on our behalf.
So, when we responded to Carter’s request for free nuggets, we did so as one of his friends might. We issued a challenge with a wink and a smile. The reactions that occurred next no one could possibly have predicted.
This exchange was the culmination of a refined social voice meeting the right opportunity.
@carterjwm: Yo @Wendys how many retweets for a year of free chicken nuggets?
WENDY’S: 18 Million
@carterjwm: Consider it done
The rest is Twitter history.
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