One of the biggest challenges a brand can face in the digital world is to incorporate humor into their social media postings without trying too hard. If a brand knows how to incorporate humor and sarcasm correctly, it’ll create a distinctive personality and voice for the brand, ultimately setting the brand apart from competitors. Take for example, Wendy’s Twitter account managed to increase 800,000 followers in just 4 months, ultimately increasing the engagement with the brand on the platform. So how did Wendy’s do it?
The beginning of the roast.
It all started when Wendy’s social media manager, Amy Brown, exchanged a few tweets with a skeptical user who claimed that Wendy’s uses frozen beef.
The humorous yet harmless exchange went viral and everyone loved it. Since then, Twitter users started trolling and tweeting Wendy’s in hope for a sassy reply just for the fun of it.
Friends don’t let friends eat bad food.
Many volunteered to be roasted by Wendy’s.
Did someone say free nuggets?
In early April 2017, a Twitter user by the name Carter Wilkerson spontaneously tweeted Wendy’s for free nuggets. He was challenged to obtain 18 million retweets in exchange for 1 year worth of free nuggets.
Although the tweet was short of 14 million retweets, the tweet still surpassed Ellen Degeneres’ selfie tweet as the most retweeted tweet of all time.
As a result, Wendy’s congratulated him for his achievement and made a charity donation.
And yes, he did receive free nuggets in the end! A win-win situation for everyone. Kudos to Wendy’s for being such a good sport! Now we all know what we have to do for free nuggets.