When an unknown teen named Carter tweeted Wendy’s to ask how many re-tweets it would take to earn a year’s supply of Wendy’s chicken nuggets, the brand’s social team coyly replied “18 million.” Unexpectedly, Carter earned over a million retweets in 48 hours. Knowing that the retweet world record was 3.2 million, held by comedian Ellen DeGeneres (following her famous 2014 Academy Awards tweet), Ketchum approached Ellen to relay that her record was in jeopardy. Without any paid integration, we enticed Ellen to a duel with Carter -- and the world engaged -- propelling Carter to achieve the new retweet world record.
The social stunt was a media coup for Wendy’s, producing multiple segments on Ellen, including a live guest appearance by Carter, along with massive social conversation and media headlines. The campaign scored more than 2.5 billion earned media impressions in six weeks. And with more than 5 million online mentions of Carter’s quest for nuggets, conversations mentioning Wendy’s increased by 376 percent year over year.
- 2017 Cannes Lions Festival – Silver PR Lion, Social Community-Building/Management
- 2017 Cannes Lions Festival – Silver PR Lion, Social Influencer Communication & Amplification
- 2017 Cannes Lions Festival – Silver Cyber Lion, Community Building/Management
- 2017 Cannes Lions Festival – Bronze PR Lion, Media Relations