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RAN IN: United States
Carl Loredo, Chief Marketing Officer
Jimmy Bennett, Vice President, Digital, Media & Partnerships
Kristin Tormey, Social Media Strategist
Conor Clarke, Senior Art Director
Steven Austin, Connections Manager
John Godsey, Chief Creative Officer
Emmy Hanlon, Connections Manager
Chris Corley, Executive Creative Director
Katie Furman, Analyst
Derek Clark, Executive Creative Director
Samantha Schuster, Supervisor, Connections
Bret Smith, Managing Director, Strategy & Insights
Eamon Conway, Associate Creative Director
McKay Hathaway, Creative Director
Matt Keck, Associate Director, Conversation Design
Zach Leffers, Senior Planner
Jeremy Cline, Senior Analyst
Charles Gooch, Director, Connections
Marissa Kandel, VP, Senior Media Specialist
Ryan Kefer, VP, Digital and Strategy Director
Wendy’s treats its Twitter followers like friends. If emotion drives brand preference, how might Wendy's connect with fast food consumers in new and unique ways? By treating them like close friends, and it’s our closest friends who we're often meanest to. Wendy’s created #NationalRoastDay, a fictitious, one-day holiday where the brand roasted – i.e., made fun of – anyone who asked for it. And people loved it. Sometimes to get love, you need to give a little tough love.
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: SOCIAL MEDIA
Audience: Twitter Users
Objectives: Build brand equity
Type: Business to Consumer