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.
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March 19, 2014