Because of social media, companies now have a level of constant transparency with their PR. They’re talking to their audience multiple times a day. We’ve added immediacy to a place that, in comparison, used to be few and far between.
Social media is a useful tool for companies to market themselves, advertise their products, and strengthen their public image. It’s perfect for engaging one-on-one with their audience, too. The driving factor behind social media is engagement. But what do you do when the competitor starts engaging their way in the middle of your marketing?
How Wendy’s Is Making Headlines
Wendy’s set a precedent this year for how brands can settle beef with their competition. The social media world says they’re savage, and they’re beloved for it. Back in April, Wendy’s got feisty with Hardee’s, sister company of Carl’s Jr., over who has the best 4-for-$4 combo. “Just because you were first doesn’t make you better,” Hardee’s said. It’s in reference to Wendy’s being the first to offer the deal. “Tell us the fourth person to walk on the moon without Googling it,” Wendy’s replied. The feed went silent, and Wendy’s later revealed that Hardee’s blocked them on Twitter.
(original image credit to ikeychain@tumblr)
Earlier this year, the company had a similar feud over fresh food with Burger King and McDonalds. But the most recent one involved Carl’s Jr. themselves taking a swing. A Twitter user asked Wendy’s how they compared to Carl’s Jr. “They don’t. Lol,” Carl’s Jr., replied after hijacking the tweet. Wendy’s waited half of a day to let their rival bask in a false victory that no other user seemed to notice or care about. Wendy’s said, “Yeah, for one, if we were going to diss another restaurant we’d have more than zero likes and RTs after 13 hours.” The reply trended on Twitter for a few hours and received thousands of likes and retweets.
What Does Wendy’s Gain From This Approach?
Some people ask us, why would anyone follow us on social media, or for that matter, any company? Following Wendy’s and other companies on social media may sound like users are signing up for free advertising space on their feeds. And, in reality, they are.
Wendy’s revolutionizes Twitter’s PR capabilities by offering the occasional front row seat to a title fight. Users follow to see the occasional savage tweet, or even attempt to get Wendy’s to roast them. But between those moments, users see all of the company’s post that advertise their products. The savage tweets are essentially bait that keeps the audience engaged for the real push. It’s similar to watching television. You’re tuned in for the show, but you still watch the ads.
Virality And Internet Culture Plays A Big Part
There are benefits to doing this. If it goes viral, your brand awareness and online presence may hit an all time high. You’ll gain new followers, which every time you publish content, they will see. Users may have signed up to read your professional replies to your customers or competitors’ rude comments, but now they’re seeing all your posts for your products and services, too. This may lead to trying your product or telling their friends about you.
Internet culture also plays a role in Wendy’s approach. Memes, ironic behavior, and cleverness are the core center to Millennial and GenZer’s habit and culture. They are Internet culture. They grew up on it and through the years created it in their own image, which is what we see today. As they come to age, their lifestyle and culture is becoming the norm. The real world is assimilating to it. We grew up glued to the TV, they grew up glued to their computers and phones. The youth of today make memes, play online games, and follow influencers on YouTube. It’s a flip of reality and it’s their way of life.
Teens and young adults remember who was cool online when lunch time rolls around. They will be eating and digitally-sharing your meals. Why? As the Internet puts it, for the lolz.
Below is an assortment of Wendy’s savage tweets from this year. These capture Wendy’s online persona that keeps their audience tuned in for more.
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