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Wendy's
Wendy's Pretzel Bacon Cheeseburger Love Songs

RAN IN: United States

CLIENT
Wendy's

AGENCY
VML *Lead Agency

Debbi Vandeven - CCO
Jason Bass - Acct. Director
Hillary Carter - Sr. Acct. Manager
Chris Corley - Group Creative Director
Jess Elwood - Art Director
Aaron Evanson - Executive Creative Director
Gary Granger - Producer
Maggie Harn - Copywriter
Jen McDonald - Managing Director, Client Service
Bret Smith - Group Planning Director


Liquid 9


Ketchum


Starcom MediaVest Group


SUMMARY

Launch Wendy's new Pretzel Bacon Cheeseburger in an already overcrowded market. We encouraged customers to tweet their love of Wendy's new cheeseburger, and we literally sang their words right back to them - hashtags, misspellings and all - as the actual lyrics of over-the-top Pretzel Bacon Cheeseburger Love Songs. Each week, new tweets and Facebook posts were collected, new love songs were scored, and a new video was produced (five total over 7 weeks) and released online, culminating in a grand finale starring multiplatinum recording artist and boy band balladeer, Nick Lachey. In the end, Pretzel Love Songs became the most engaging and talked about Wendy's campaign in the brand's history.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Social Networking Applications,Consumer Involvement,PR

Audience: Young Men (20-35),Young Women (20-35)

Objectives: New product launch

Type: Business-to-Consumer

Classification: National

Language: English