Flashback to 2016. Before Fortnite and Twitch streams. This is the story of Wendy’s first viral gaming moment.
YouTube channel Game Grumps (5 million+ subscribers) loved Wendy’s. They talked about the food/brand so much that it became a meme among fans. When they finally tweeted Wendy’s hustling for sponsor money, I suggested we make them earn it. Context: Fans had been begging them to finish playing Pokémon: Fire Red for over two years. And when the Fire Red finale FINALLY hit the channel a few months after this exchange, we sent them a congratulations care package… But no sponsorship.They didn’t take it well. They flew to Wendy’s HQ in Ohio—of their own accord!—to fight for our love. Descending upon an unsuspecting restaurant with an army of fans. Check it out:This has over 1 million views.
What brand can say no to such an organic/viral/romantic gesture? When the time was right (i.e. had money to promote the $4 for 4) we got down and dirty in the Test Kitchen. Our way of consummating the relationship.Almost at 2 million views.
This truly bizarre story proved a handful of things:It pays to be Very Online and in-the-know with communities relevant to your brand. You can’t seize organic opportunities, otherwise.Don’t be afraid to play the long game.We proved gaming was the place to be for impassioned engagement—and Wendy’s would fit right in.