Wendy’s Floods Social Media Zones for NCAA Tourney

Wendy’s is attempting to insinuate itself into this year’s NCAA Basketball Championships with a social media push designed to create real-life parties.

The fast feeder has worked with Kaplan Thaler Group for Facebook- and Twitter-based promos dangling gift cards for Boneless Wings to consumers who organize viewing parties over the social network. The Facebook effort, breaking today, gives 100 random $50 gift cards to such consumers.

On Twitter, the gift cards are awarded to those who have the funniest and quirkiest responses to various challenges. For instance, in the first week, Wendy’s is asking consumers on Twitter to finish the statement “If taste buds could talk, they’d say: ‘Boneless Wings (finish this from a quirky perspective).”

Wendy’s is awarding three $50 gift certificates a day to the winners of the Twitter contest. Both promos conclude on April 4.

The effort will not receive any advertising support. Myles Kleeger, managing director of digital and experiential engagement at Kaplan Thaler, said he hopes the buzz will get around on its own. “We’re really working hard to build up our community of users,” he said.

Wendy’s currently has about 321,000 fans on Facebook, and 2,818 followers on Twitter.