@Wendys: For Whom the Brand Trolls

The first weird part about the @McDonaldsCorp tweet is that McDonald’s did it at all. That’s because the brand may not be the top marketer consumers think of when they contemplate Black Friday deals. So few fans may have been looking for the 1 a.m. tweet — but it seems as though @Wendys was, because that brand commented just before noon.
So this Black Friday may have brought on a new era in social media marketing — brand trolling brand.
For instance back in 2014, the New England Patriots had a social media promotion placing Pats fans’ Twitter handles on virtual jerseys. The only problem was, some of the Twitter handles were NSFW and at least a couple were racist. In that snafu, fans let the brand know about the problem.
On Friday, a brand let another brand know — via Twitter trolling.
Granted, @Wendys has been known for snark this year. One of the most famous instances was @Wendys vs. a consumer who the brand insinuated had forgotten about refrigeration.
In another major campaign, the @Wendys snark actually paid off big for the brand when a fan’s effort to obtain a year’s worth of chicken nuggets went viral. #NuggsForCarter brought nuggets fan Carter Wilkerson fame and the most retweeted tweet of all time — beating out the Ellen DeGeneres Oscars selfie.
@Wendys referenced the latter viral situation here:
And, even though @Wendys has been dissing McDonald’s all year, this tweet’s virality even overshadowed @McDonaldsCorp’s effort to salvage some dignity with a coffee joke.
What do you think, marketers? Is brand trolling brand a good idea? Or is this consumer right that @McDonaldsCorp did it all on purpose? (Her Twitter handle is NSFW)
Please respond in the comments section below.