Social Media Campaign Social Media Campaign Yu-Chen ChenYu-Chen Chen

Wendy’s International, Inc.Wendy’s International, Inc.

World’s third largest fast food chain

On April 24, 2008, merged with Triarc, became Wendy's/Arby's Group

Signature item: square burger patties

Main marketing message: Fresh ingredient 2009 Revenue $3,580 million

2009 Net Income $5 million

Wendy’s SWOT analysisWendy’s SWOT analysis

StrengthsFresh taste products

Global Brand

Product differentiation

Introduce new product quick

OpportunitiesGlobal Expansion

Healthy fast food Market

Economic Regressions

Social Media Tools

WeaknessesBreakfast Menu

High operating cost

Marketing Strategy

ThreatsNutrition Concern

Raw materials price up

Intensive competition

Campaign OverviewCampaign Overview

Theme: “My favorite Wendy’s” Customers share why Wendy’s is the best

Aim: let customers speak for Wendy’sGoals:

Increase brand loyalty & sales revenue Build brand awareness & involvement

Timeline: Video contest & voting period one month each

Communication Channels Facebook, Twitter, Website, MySpace, & YouTube

Campaign DetailsCampaign Details

Three Sample Commercials for different TAVideo contest rules

Upload on YouTube then paste on FB campaign page & their wall, the video gets most votes from FB & Twitter win

Prizes 1 Place: run as TV ads + one year free Wendy’s food 2 Place: $200 Wendy’s gift card 3 Place: $100 Wendy’s gift card. Contesters: three coupons of $.99 value foods Voters: Pick 10% voters daily get a free $.99 coupon

Key ComponentsKey Components

Social Media YouTube: video upload channel

Website & MySpace: video placing channelsTwitter: Hashtag: #myfavoritewendy’s & voting

Facebook: campaign page, vote & interact channel

Online Public Relations

Send weekly news releases to media, bloggers, and social media followers on Twitter & FB

Key ComponentsKey Components

Blogging strategy Outreach bloggers to spread the word out

Customer database building

Be friends with Wendy’s for eligibility

Online video viral strategy

free advertising & PR opportunities

Campaign MonitoringCampaign Monitoring

Keyword: “Wendy’s”

Twitter monitoring tools Trendistic: time period charts

Twendz: Tweets attitude analysis

Blogs & forums monitoring tools: Google Alerts: sending data automatically

Board Tracker: insights data of opinion leaders

Campaign EvaluationCampaign Evaluation

Sales increase in two months campaign period

FB & Twitter followers and friends

Total votes on both FB & Twitter

Total uploaded videos

Total viewers’ clicks of contest videos

Total tweets, Blogs, media, facebook wall posts mentioned about Wendy’s in the two months

Campaign BudgetsCampaign Budgets

Sample videos producing cost: $6,000 Each video’s budget is $2,000

Prize expense: $316,950 3,000 coupons for contesters= $3,000

10,000 coupons daily for voters= $310,000 Third Place: $100 Wendy’s gift card

Second Place: $200 Wendy’s gift cardFirst Place: one year free food, $9.99 per day = $3,650

Campaign managing expense: 0 No need to hire new staff for managing campaign