The "My Favorite Wendy's" campaign is a video contest social media campaign which specifically design for Wendy’s International, Inc.

1. Social Media Campaign
Yu-Chen Chen

2. Wendy’s International, Inc.
World’s third largest fast food chain
On April 24, 2008, merged with Triarc,
became Wendy's/Arby's Group
Signature item: square burger patties
Main marketing message: Fresh ingredient
2009 Revenue $3,580 million
2009 Net Income $5 million

3. Wendy’s SWOT analysis
Strengths
Fresh taste products
Global Brand
Product differentiation
Introduce new product quick
Opportunities
Global Expansion
Healthy fast food Market
Economic Regressions
Social Media Tools
Weaknesses
Breakfast Menu
High operating cost
Marketing Strategy
Threats
Nutrition Concern
Raw materials price up
Intensive competition

4. Campaign Overview
Theme: “My favorite Wendy’s”
Customers share why Wendy’s is the best
Aim: let customers speak for Wendy’s
Goals:
Increase brand loyalty & sales revenue
Build brand awareness & involvement
Timeline:
Video contest & voting period one month each
Communication Channels
Facebook, Twitter, Website, MySpace, & YouTube

5. Campaign Details
Three Sample Commercials for different TA
Video contest rules
Upload on YouTube then paste on FB campaign page &
their wall, the video gets most votes from FB & Twitter win
Prizes
1 Place: run as TV ads + one year free Wendy’s food
2 Place: $200 Wendy’s gift card
3 Place: $100 Wendy’s gift card.
Contesters: three coupons of $.99 value foods
Voters: Pick 10% voters daily get a free $.99 coupon

6. Key Components
Social Media
YouTube: video upload channel
Website & MySpace: video placing channels
Twitter: Hashtag: #myfavoritewendy’s & voting
Facebook: campaign page, vote & interact channel
Online Public Relations
Send weekly news releases to media,
bloggers, and social media followers on Twitter & FB

7. Key Components
Blogging strategy
Outreach bloggers to spread the word out
Customer database building
Be friends with Wendy’s for eligibility
Online video viral strategy
free advertising & PR opportunities

8. Campaign Monitoring
Keyword: “Wendy’s”
Twitter monitoring tools
Trendistic: time period charts
Twendz: Tweets attitude analysis
Blogs & forums monitoring tools:
Google Alerts: sending data automatically
Board Tracker: insights data of opinion leaders

9. Campaign Evaluation
Sales increase in two months campaign period
FB & Twitter followers and friends
Total votes on both FB & Twitter
Total uploaded videos
Total viewers’ clicks of contest videos
Total tweets, Blogs, media, facebook wall posts
mentioned about Wendy’s in the two months

10. Campaign Budgets
Sample videos producing cost: $6,000
Each video’s budget is $2,000
Prize expense: $316,950
3,000 coupons for contesters= $3,000
10,000 coupons daily for voters= $310,000
Third Place: $100 Wendy’s gift card
Second Place: $200 Wendy’s gift card
First Place: one year free food, $9.99 per day = $3,650
Campaign managing expense: 0
No need to hire new staff for managing campaign