To launch Wendy's new Pretzel Bacon Cheeseburger in an already overcrowded market, we encouraged customers to tweet their praises in 140 characters or less. Then we handpicked our favorites and strung them together into songs-hashtags, typos and all. After recording and producing the music videos, we shared the over-the-top Pretzel Bacon Cheeseburger Love Songs with the world.

Launch the campaign
Published
February 2014
Topics

The Story

To launch Wendy's new Pretzel Bacon Cheeseburger in an already overcrowded market, we encouraged customers to tweet their praises in 140 characters or less. Then we handpicked our favorites and strung them together into songs-hashtags, typos and all. After recording and producing the music videos, we shared the over-the-top Pretzel Bacon Cheeseburger Love Songs with the world.

Each week we collected new tweets and Facebook posts, scored new love songs, and produced a new YouTube video. Our launch video starred multiplatinum recording artist and boy band balladeer Nick Lachey and over the course of the next seven weeks, we released four more videos online, garnering more than 650,000 total views.

The Technology

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    Social

    Facebook

    Twitter

The Results

In the end, Pretzel Bacon Cheeseburger Love Songs became the most engaging and talked about Wendy’s campaign in the brand’s 44-year history. It helped make the Pretzel Bacon Cheeseburger Wendy’s most successful product launch ever.

1.7

Billion earned media impressions

7.5

Million Facebook views

31%

Increase in Wendy's stock price

Launch Date July 8, 2013