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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.
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