Brandon Rhoten from Wendy’s: One of the things we do best is listen to our fans

Wendy´s the fast food chain, launched a digital strategy to promote its summer beverages. The activation took place in a microsite where the YouTube stars, Rhett and Link, improvised jokes on Periscope. The experience was so successful that the site collapsed, which suggests that the brand had no idea that the social network influencers had such a broad scope in the streaming platform.Rhett and Link spent an entire day improvising comedy numbers associated to the food brand and its beverages. The duo offered a behind the cameras view of Wendy´s, with an organic and creative approach for the audiences. In spite of this, many users were disappointed when they couldn´t enter the microsite.“One of the things we do best is listen to our fans”, said Brandon Rhoten, VP for Digital and Social Media at Wendy’s EE UU. “Periscope is new, but it is also something our audience has begun to experiment with, which turns it into a perfect place for the meeting. Since some could not participate, we announced that we will also be present in YouTube with Link and Rhett”.Wendy’s used its Twitter account to invite the audience to visit its microsite. The experience proved that social media influencers can give a fresh touch to campaigns and bring together hundreds of millennials. The format by Periscope, real time video without interruptions, also seduced young people a lot.