Viral marketing has been a trend that has been very hard to conquer in recent times. Fast food chains all over the country were looking for new ways to breach this trend with varied levels of success. That is, until Wendy’s came along. Looking for a new way to do things, Wendy’s decided that their best bet would be to go on Twitter. Instead of the usual tweets, however, Wendy’s decided that they would use their Twitter account to stir up controversy and increase engagement. They decided to start “roasting” people and competitors, bringing in a lot of engagement through likes, retweets, and comments. By using sarcastic and “offensive” humor, Wendy’s has had much success on their Twitter account and has increased social media involvement and mentions by extraordinary numbers.
Since originally starting this campaign, Wendy’s has decided to stick with it. Last year, they decided to go into a “Twitter war” with Burger King, and the internet is convinced that Wendy’s won. The “war” started off with Wendy’s posting a picture for their new 4 for $4 deal. Burger King decided to take a stab at them with their new 5 for $4 deal, noting “because 5 is better than 4.” A Twitter user responded to this by asking the official Wendy’s account what they were going to fire back with, and Wendys responded with “edible food.”
This special approach to social media marketing has gained a lot of attention, with many other competitors trying similar approaches. Ultimately, however, they have not been very successful. Wendy’s takes the cake in being both humorous and original in all their jokes, which is something that none of the other competitors have been able to replicate. Wendys may have set a precedent that all others should look to perfect.