Following the success of its #PretzelLoveSongs campaign for its Pretzel Bacon Cheeseburger - which a rep says generated 83 million views on Facebook - quick service chain Wendy's is back for round two with #PretzelLoveStories for its Pretzel Pub Chicken sandwich.
Like the preceding campaign, #PretzelLoveStories will incorporate consumer comments on social media into videos. This time however, the content will be incorporated into "soap-opera style love stories."
According to Wendy's, the #PretzelLoveStories videos "pay tribute to the heartfelt comments made about Wendy's signature, artisan-baked pretzel bun." In addition, the videos include "classic soap opera scenes such as dramatic weddings and love triangles featuring the Pretzel Pub Chicken as the star-studded desire of each cast member," the brand says.
Wendy's says the sequel will star actress and singer-songwriter Roselyn Sanchez and will be released in late October.
#PretzelLoveSongs, on the other hand, included five volumes with a grand finale with singer Nick Lachey. With the exception of Volume 4, which has about 246,000 views on YouTube, the remaining videos, Lachey's included, generated about 100,000 YouTube views a piece.
Likening its pretzel bun to a "classic love [story]," Wendy's says it will soon be gone, so it is "encouraging consumers to say their proper goodbyes with their pretzel love affairs by enjoying Wendy's limited-time pretzel offerings before they leave restaurants in November."
Pretzel fans can participate on Facebook and Twitter with the hashtag #PretzelLoveStories.
Wendy's has 4.4 million likes and 460,000 fans.
In addition, @Roselyn_Sanchez is tweeting to her 183,000 followers about the campaign.
Wendy's says it is the world's third largest quick-service hamburger company with more than 6,500 franchise and company restaurants in the U.S. and 27 countries and U.S. territories.
Its Pretzel Pub Chicken includes "pub-inspired flavors" like a chicken breast fillet, spring mix, tomato, muenster cheese, cheddar cheese sauce and honey mustard, the brand says.
Last Week to Save on SES London Tickets!
SES London takes place February 10-13, 2014. Learn to engage customers and increase ROI by distributing your online marketing efforts across paid, owned & earned media. Join the leaders of today's digital marketing & advertising industry. Find out more ››
*Saver Rates expire this Friday, Dec 13.
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
December 12, 2013
1:00pm ET / 10:00am PT