How Wendy's Became a Fresh Voice on Twitch

Wendy’s has always taken an unconventional approach to social marketing, and its path to success on streaming platform Twitch followed that model. “We made a huge impact on Twitch without arguably the most important part of Twitch: the presence of the streamer,” VMLY&R group creative director McKay Hathaway said during Adweek’s Elevate: Experiential and Creativity event Thursday. “We were able to craft this character, this idea in people’s head of who Wendy is,” he added. “It really speaks to the brand and what we’ve been able to build over the past few years.” Hathaway said the agency and the brand look for opportunities for an organic way to get the Wendy character involved. The brand's foray into gaming took off after 2019’s “Keeping Fortnite Fresh” campaign with VMLY&R. Fortnite players were asked to choose their allegiance to burgers or pizza, and Wendy’s noticed that Durrr Burger, the game’s burger establishment, stored its beef in freezers. “As a strong proponent of ‘Fresh, Never Frozen,’ we decided that we couldn’t be Team Burger, in this case,” said Jimmy Bennett, vp of marketing, Wendy’s. “We rallied the troops, used our Twitter following to draw fans to our Twitch stream and encouraged them to destroy freezers.” Freezers played a role in other forays into gaming, as well, such as Wendy's acquiring one in Animal Crossing and immediately putting it up for sale. Listening to your audience Wendy’s social media manager Kristin Tormey stressed the importance of social listening. “Brands are a little intimidated about how to step into the gaming space," she explained. "You can do a lot of observation on Twitch. That’s something that’s been super beneficial for us—being able to tap into the different narratives and say, ‘Hey, that could be an opportunity for us.’” When about whether VMLY&R and Wendy’s bring in professional gamers or play the games themselves, Hathaway answered the latter. "We’re not going to go win every round of Fortnite as Wendy," he said. "If we’re just destroying freezers, we don’t have to worry about how good one of us is at Fortnite, because that doesn’t matter." An Animated Samuel L. Jackson Stars in Verizon’s Fortnite-Inspired Super Bowl Ad Maintaining the brand's voice Bennett also discussed the brand’s iconic and often imitated tone on social. "Knowing our voice so well is something that’s allowed us to be successful," he said. "We know who we are, and we know what’s required of us to show up the right way—a little sassier, more willing to point things out. We continue to be Wendy. We’ve been getting back to the roots." Addressing another question on which games may be in Wendy’s future, Hathaway pointed out the constant change in the gaming industry, with titles coming and going, and said VMLY&R and Wendy’s plan to stay the course from a brand strategy perspective, giving them the options of playing in whatever spaces they need to play in. The most important takeaways for marketers Bennett provided three takeaways for marketers eyeing entry into the gaming space: “Be respectful, know your place and stay sharp and flexible.” Have confidence in your brand. This audience can suss out a fake [from] miles away.Kristin Tormey, social media manager, Wendy's, on advertising to streamers in the gaming space “Gaming is huge,” Hathaway said. “It’s not this niche thing anymore. You’ve got to respect it. Don’t get into pandering, or talking down to the audience. Maintaining a level of respect for the industry, might seem super obvious, but it’s super important.” It's also important to do your homework, Tormey added. "Take the time to understand streamers in-stream and outside of their streams," she explained. "Have confidence in your brand. This audience can suss out a fake [from] miles away. Jumping the gun and trying to jump in right away is probably when you’re going to get into a bunch of hot water.” Twitch Introduces Official Marketing Partners Program for /twitchgaming

Cannes Lions

Smashing Fortnite Freezers: How Wendy’s Became a Fresh Voice on Twitch

The fast-food giant and agency VMLY&R maintain the brand's tone while respecting gamers

David Cohen

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

David Cohen