The Tweet Heard ‘Round the World
Frequent Twitter users have probably seen Wendy’s official account consistently engaging with followers in some pretty hilarious ways. This communication with followers shows Wendy’s is engaging in earned influencer marketing. Wendy’s has been incredibly successful in its earned influencer ventures by replying humorously to tweets from followers. However, none of these replies can hold a candle to the amount of publicity Wendy’s has received recently from a simple reply to a follower’s question.
HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3
— Carter Wilkerson (@carterjwm) April 6, 2017
This conversation between Wendy’s and Twitter user Carter Wilkerson is all over the internet. It’s not just taking over Twitter, but pop culture in general. Ellen DeGeneres even dedicated a segment of her show to discussing Carter’s quest to get 18 million retweets.
— Ellen DeGeneres (@TheEllenShow) April 13, 2017
To briefly explain what is going on, Carter Wilkerson tweeted at Wendy’s asking how many retweets he would need to receive in order to get a years supply of free Wendy’s chicken nuggets. Wendy’s jokingly responded that it would take 18 million retweets. Once the internet saw this conversation between Wendy’s and the influencer, it took off with hordes of users retweeting in order to help Carter get his free nuggets.
At the time of writing, the tweet is currently sitting at 3 million retweets and rising as more and more media outlets continue covering the story. The hashtag #NuggsforCarter has been continuously trending since the conversation took place. Not only is it blowing up amongst normal users on Twitter, but companies are getting involved with the fun as well. Twitter user @MaximeHaes sums up the reaction to huge companies tweeting about Carter Wilkerson:
— Max (@MaximeHaes) April 10, 2017
The Power of Wendy’s Earned Media
The publicity Wendy’s is receiving from #NuggsforCarter might be better than any kind of advertisement. Not only are influential Twitter users talking at length about Wendy’s, companies with massive amounts of followers are also tweeting about it and putting Wendy’s in the minds of their huge numbers of followers. The media publicity about this conversation is the cherry on top to all of the free publicity Wendy’s is receiving.
The crazy thing is, all Wendy’s had to do to receive this publicity was tweet two numbers and a word. Tweeting “18 million” was all it took for Wendy’s to pretty much take over the twitter and pop culture world for the past week.
This goes to show just how effective earned influencer marketing can be. Wendy’s didn’t need to spend an enormous amount of money on getting an endorsement deal with a celebrity or produce a costly advertisement. All they had to do was engage with their followers in a humorous way and then enjoy all the great publicity centered around their brand.