Some pretty tasty ideas.
Challenge
Wendy’s wanted to amp up the sales of their Pretzel Bacon Cheeseburgers. So, they decided to bring back their Pretzel Love Songs campaign for a second year. To freshen it up and add flavor, Wendy’s asked their agencies across the country to submit ideas that would leverage the campaign to sell even more burgers.
Approach
We invited fast-food lovers to express their love for Wendy’s Pretzel Bacon Cheeseburger. To do this, Inline enlisted local radio station DJs to promote a contest. We leveraged the on-air campaign even further with a media presence on the radio stations’ websites and social media. We asked people to share a personal ad, favorite love song, poem or cherished memory about Wendy’s Pretzel Bacon Cheeseburgers.
Listeners phoned the DJs and got to express their love for Wendy’s on-air. The DJs also selected their favorite user-generated content and gave out gift cards to where else… Wendy’s. The idea was so engaging that we were able to secure more than 50 percent added value to promote the contest.
REsult
Our Pretzel Bacon Cheeseburger campaign was a mouthwatering success. It impacted both transactions and sales growth. Performance in our local markets significantly outpaced national sales.
Wendy’s was so ecstatic, they acknowledged Inline with their Advancing Field Media Excellence Award for our strategic thinking and thought leadership at the local level.