- Brian Morrissey
While
Wendy's brand was well known and liked in social media, it wasn't
talked about nearly as much as the company wanted.
The fast-food chain aims to change that with a wide-ranging
campaign that's tapped into social media, including a site called
"Wendy's Real Time" that collects updates to Twitter, Facebook and
Flickrrelated to things like hunger and burgers.
Now, the brand is hoping to up the conversation by attaching itself
to the Internet's ongoing love affair with bacon. The effort is to
promote Wendy's new Applewood Smoked Bacon sandwich with a social
media campaign centered on a Twitter contest.
The "Bacon Hunt" contest, launched earlier this week, gives points
to Twitter users following @UrBaconMeCrazy for performing different
tasks, like updating about bacon or knowing how many bacon slices
the new sandwich has. Participants are required to use the hashtag
#bacon in all their Tweets.
The contest feeds into Wendy's Facebook page, which carries a
running stream of tweets from users and a scoreboard of the
competition's leaders.
The Twitter user @MinistryofBacon is currently in the
lead. Visitors can also "give the gift of bacon" by sending friends
a virtual gift of a Wendy's sandwich.
"We're trying to give people something to talk about and have fun,"
said Myles Kleeger, managing director at The Kaplan Thaler Group,
the Wendy's agency behind the campaign. "The beauty of this
strategy is it's creating more content for us for this hub."
There is little doubt that bacon is popular online. A bacon page on
Facebook boasts 370,000 fans. By attaching itself to the meme,
Wendy's is able to give people something to talk about that will at
the same time help raise awareness of its product, Kleeger
said.
"We noticed there was a lot of pent up demand," he said. "People
really like the Wendy's brand, but they weren't talking about it
enough. We're giving people things to talk about."
Kleeger said the program is helped by the fact that "the product is
great," pointing to no less of an authority than the blogger behind
MrBaconPants.com, who last month pronounced the Applewood Smoked
Bacon sandwich "sets the new standard for what
fast-food bacon should be."
The "Bacon Hunt" contest runs for just under two weeks -- "12 days
of bacon" -- and will award one lucky bacon lover with $2,000 when
it concludes on Nov. 20. Along the way, Wendy's plans to give away
a $200 gift card every day.
Wendy's has drawn 1,300 followers since the contest kicked off on
Monday.
Nielsen Business
Media
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