Best Restaurant Social Media Campaign

Using the digital space, Wendy's knew there was an opportunity to engage with consumers in a more meaningful way. With the reinvention of Wendy's Hamburgers in Q4 '11 and with the restructured menuboard underway to account for new product offerings, this was the perfect time to do something different. Working with Wendy's, for a small window of time prior to the launch of their new hamburger "The W", we were able to create an open slot on their menuboard - the #6. Wendy's tasked the Kaplan Thaler Group to develop an unbranded program - something that would create buzz and excitement unbranded that halos Wendy's positively with the brand reveal. A program that would attract the attention of influential consumers within and beyond our current target. This lead to the creation of the Twitter game show called: 140-Character Game Show hosted by @GirlBehindSix. Throughout a two week period (10/31-11/14), the @GirlBehindSix host encouraged her followers to participate in a range of challenges for a chance to win unique & fun prizes. Prizes included more conventional prizes like $1,000 & gift cards, but also unique prizes like turn tables, chandeliers & tiger pjs. On Nov 14, we revealed her affiliation with Wendy's and directed our followers to print a coupon to try the new #6 W for free. To encourage our followers to transition over to the @wendys handle, we offered a few more challenges using the @wendys handle over the course of 2 weeks )11/5-11/28).To gain awareness & followers, we used OOH in NYC, Digital Ads (Facebook, Twitter, ShareThis Network), Promoted a Trending Topic (#SIX) and enlisted the help from influential celebrities.

Contributors:

Mike Towell:	Creative Director, The Kaplan Thaler Group
Julian WIld:	Creative Director, The Kaplan Thaler Group
Kelsey Liss:	Art Director, The Kaplan Thaler Group
Nick DiLallo:	Copywriter/Social Media
Billy Custer:	Copywriter/Social Media
Lisa Bifulco:	Managing Director, Integrated Production
Joe Rich:	Digital Producer
Catherine Parker:	Account Management, The Kaplan Thaler Group
Danielle Tuerk:	Account Management, The Kaplan Thaler Group
Peyton Fowler:	Account Management, The Kaplan Thaler Group

THE KAPLAN THALER GROUP

Location: USA