Wendy’s is promoting the Bacon Portabella Melt with a quick-turn campaign designed to entertain, engage and drive purchase.
For one day only, consumers were invited to post their days’ most menial achievements on Twitter or Facebook using #EarnedIt. Wendy’s responded to posts individually with custom-created videos featuring an epic reading of the consumer’s post by trailer voice over talent Jon Bailey and a hero shot of the Bacon Portabella Melt. The campaign exploded on Twitter, earning 4,400 hashtag mentions, 4,000 new followers and 2,500 @Wendy’s mentions. The campaign extended to broadcast with a :15 spot and will continue to be developed with “Indulgent Reenactment” videos expected to hit YouTube in early December.