Digital MarketingStrategiesWendy’s Extends Fan Devotion to #PretzelLoveStories

Wendy’s Extends Fan Devotion to #PretzelLoveStories

Wendy's is following its #PretzelLoveSongs initiative with a similar campaign that instead turns fan tweets into “soap-opera style love stories.”

wendy-s-pretzel-love-storiesFollowing 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.

The first video was released October 16 on Facebook. As of October 18, it had generated 7,800 likes on Facebook and 10,000 views on YouTube.

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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