#NuggsForCarter VML Kansas City für Wendy's

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#NuggsForCarter

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Schnellimbiss
Medien Digital, Fallmethode
Markt Vereinigte Staaten
Agentur VML Kansas City
Chief Creative Officer John Godsey
Associate Creative Director Jess Elwood
Executive Creative Director Chris Corley
Creative Director Tony Marin
Senior Art Director Alison Radke
Copywriter Francis LaBelle
Veröffentlicht Oktober 2016

Belohnungen

Cannes Lions 2017
PR Digital & Social: Social Community Building / Management Silver Lion
PR Digital & Social: Social Influencer Communication & Amplification Silver Lion
Cyber Social: Community Building / Management Silver Lion
PR Practices & Specialisms: Media Relations Bronze Lion

Kredite und Beschreibung

Title: #NuggsForCarter
Client: Wendy’s
Brand: Wendy’s
Agency: VML
Category (TV, Interactive, etc.): Digital
Launch date: April 2017
Global Chief Creative Officer: Debbi Vandeven (VML)
Chief Creative Officer, North America: John Godsey (VML)
Executive Director, Client Engagement: Jen McDonald (VML)
Group Planning Director: Bret Smith (VML)
Executive Creative Director: Chris Corley (VML)
Group Creative Director: Pat Piper (VML)
Creative Director: Tony Marin (VML)
Senior Art Director: Alison Radke (VML)
Copywriter: Francis LaBelle (VML)
Associate Creative Director: Jess Elwood (VML)
Community Manager: Matt Keck (VML)
Associate Channel Director: Christina Miller (VML)
Supervisor, Analytics and Insight: Emily Cray (VML)
Director, Client Engagement: Kelly Gartenmayer (VML)
Channel Manager: Jessica Wiggins (VML)
Channel Manager: Sam Schuster (VML)
Chief Concept and Marketing Officer: Kurt Kane (Wendy’s)
VP, Advertising, Media and Digital: Brandon Rhoten (Wendy’s)
Social Media Specialist: Meredith Ulmer (Wendy’s)
Digital Marketing Director: Mike Bueno (Wendy’s)
VP, Digital and Strategy Director: Ryan Kefer (Mediavest | Spark)
SVP, Cause Marketing and Client Service: Melissa Golden (Ketchum)
VP, Media Specialist: Marissa Kandel (Ketchum)
Outcome:
• Carter’s tweet about Wendy’s chicken nuggets earned 3.5 million+ retweets — the most-retweeted tweet ever • Won a retweet challenge against Ellen DeGeneres, who hosted Carter on her nationally syndicated show • Generated over 2.5 billion earned media impressions from 1,076 placements, including top-tier outlets like Fast Company, The NY Times, the TODAY Show, Time, NPR, USA Today and more • Over 5 million online mentions of Carter’s quest for Wendy’s nuggets, also organically boosting conversation mentioning Wendy’s 376% year over year • Other brand accounts like Guinness World Records, Twitter, Amazon, Microsoft and Google chimed in — along with celebrities like “Breaking Bad” actor Aaron Paul, comedian Andy Milonakis and T-Mobile CEO John Legere • Twitter verified Carter’s account AND donated a custom emoji triggered by the #NuggsForCarter hashtag, used 234,000+ times • @Wendys earned 213,000 new Twitter followers and 23.9 million visits to its Twitter profile • Wendy’s gave Carter his year of free chicken nuggets
Execution:
This exchange was the culmination of a refined social voice meeting the right opportunity. And it went like this:@carterjwm: Yo @Wendys how many retweets for a year of free chicken nuggets?WENDY’S: 18 Million@carterjwm: Consider it doneThe rest is Twitter history.
Strategy:
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.
Synopsis:
Most brands are skittish about genuinely engaging in real time with their social media audiences, but Wendy’s community management is all in, loving on fans and playfully roasting haters every day. We’ve done it by combining a consistent, conversational voice with topical, relevant humor and playful sarcasm. This formula has given Wendy’s community management the ability to do some pretty amazing things with its social community.Such was the case in April when 16-year-old Carter Wilkerson (@carterjwm) tweeted Wendy’s and asked how many retweets it would take to give him free chicken nuggets for a year. Our brief exchange went viral organically and led to a mainstream media blitz unlike any we’ve ever seen. Moreover, it led to Carter’s tweet about Wendy’s chicken nuggets being the most retweeted of all time!
Campaign 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.