The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Restaurant Social Media Campaign
Using the digital space, Wendy's knew there was an opportunity to engage with consumers in a more meaningful way. With the reinvention of Wendy's Hamburgers in Q4 '11 and with the restructured menuboard underway to account for new product offerings, this was the perfect time to do something different. Working with Wendy's, for a small window of time prior to the launch of their new hamburger "The W", we were able to create an open slot on their menuboard - the #6. Wendy's tasked the Kaplan Thaler Group to develop an unbranded program - something that would create buzz and excitement unbranded that halos Wendy's positively with the brand reveal. A program that would attract the attention of influential consumers within and beyond our current target. This lead to the creation of the Twitter game show called: 140-Character Game Show hosted by @GirlBehindSix. Throughout a two week period (10/31-11/14), the @GirlBehindSix host encouraged her followers to participate in a range of challenges for a chance to win unique & fun prizes. Prizes included more conventional prizes like $1,000 & gift cards, but also unique prizes like turn tables, chandeliers & tiger pjs. On Nov 14, we revealed her affiliation with Wendy's and directed our followers to print a coupon to try the new #6 W for free. To encourage our followers to transition over to the @wendys handle, we offered a few more challenges using the @wendys handle over the course of 2 weeks )11/5-11/28).To gain awareness & followers, we used OOH in NYC, Digital Ads (Facebook, Twitter, ShareThis Network), Promoted a Trending Topic (#SIX) and enlisted the help from influential celebrities.
Contributors:
| Mike Towell: | Creative Director, The Kaplan Thaler Group |
| Julian WIld: | Creative Director, The Kaplan Thaler Group |
| Kelsey Liss: | Art Director, The Kaplan Thaler Group |
| Nick DiLallo: | Copywriter/Social Media |
| Billy Custer: | Copywriter/Social Media |
| Lisa Bifulco: | Managing Director, Integrated Production |
| Joe Rich: | Digital Producer |
| Catherine Parker: | Account Management, The Kaplan Thaler Group |
| Danielle Tuerk: | Account Management, The Kaplan Thaler Group |
| Peyton Fowler: | Account Management, The Kaplan Thaler Group |
THE KAPLAN THALER GROUP
Location: USA