OOOOooooooOOooOoOoohhhh!!
Let’s dive in. Wendy’s roast.
They didn’t need some celebrity endorsement or “some eating a burger all sexy like” campaign to pull off this viral hit.
For those who don’t know, Wendy’s (and apparently Taco Bell as I have just been informed) Twitter account roasts people.
Let’s go back to the “probably not so cold” day of January 2nd, 2017. It’s only the day after New Years and everyone is frantically trying to find the local gym to join so they can follow up with their New Years resolution (for a week). But behind a single computer in the state of Ohio was a sassy social media expert ready to respond to some happy Wendy’s fans. But lo and behold, after scrolling through and their mentions, one particular response jumped out at them from ThuggyD.
I’ll let you read that one on your own.
It became quite famous and because of that, people now remember the Wendy’s name and get a good chuckle out of it…well except ThuggyD, they actually deleted their Twitter account after this, but as of writing this, they seem to have re-activated their account.
This is some pretty planned content. It’s well crafted, extremely personal and tailored to each individual tweet. All this kind of personal approach really resonated with people because Wendy’s didn’t try to just worry about whether or not someone would get offended, they straight up roast people and now people are tweeting them just to get roasted. It created a fun kind of relationship with the audience/consumers and now when people go to some place like McDonald’s, they tweet at Wendy’s just to see if they can get a reaction. It may not be there to boost sales in a way like “Buy our burgers! We have fresh never frozen meat!” but the responses create a deeper feeling then just another advertisement.
It works so well in a noisy environment because they are able to create a unique feeling and connection that rides deeper then just another tweet about how juicy their burgers are. Every fast-food conglomerate will tell you their food is the best and that you should buy it. But this, this creates a brand following, a loyalty. That’s more important then just tweeting good things. People might not buy today, but they can buy tomorrow, you’ve earned their respect. That goes a long way.
