VML Dreams Up Juicy Promo For Wendy’s Bacon Portabella Melt

Wendy’s believes you’ve earned it. Earned what? Their new Bacon Portabella Melt.

With the help of VML and voiceover artist Jon Bailey, the QSR came up with a neat way to engage customers around this new product offering. I haven’t heard the phrase “consumer generated content” in some time, or “co-creation” for that matter, but here we are with a progressive promotion enabled by technology and obsessive use of social networks.

Wendy’s ran an all-day promotion on Nov. 17 that encouraged consumers to tweet about any accomplishment, no matter how trivial, with the hashtag #EarnedIt. The brand then had the content of the tweets recorded and immediately sent the “epic” versions back to the Tweeters.

You proved it: @Joe_Yo_Sway, @cambechilling & @evcon. Even the little stuff can be epic. #EarnedIt http://t.co/LNkzH8LteF

— Wendy's (@Wendys) November 17, 2014

I’m always impressed when a brand can involve a customer and make something together that’s better than what the individual might have done on their own.

Wendy’s recorded 132 of the epic-voiced audio files during the promotion, thereby creating 132 super evangelists who will spread their audio files and the story near and far.

For the quants in the audience, the single-day promotion yielded more than 4,400 #EarnedIt mentions, and more than 4,000 new social followers and 2,500 @Wendys mentions.

Source: Media Post