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Wendy's drives engagement with 'Pretzel Love Songs' encore

Wendy's drives engagement with 'Pretzel Love Songs' encore

The curtain call for the Pretzel Bacon Cheeseburger was a hit with Facebook fans, according to the NRN Social 200.

The encore for Wendy’s “Pretzel Love Songs” campaign proved to be just as successful as last year’s debut, once again driving outsize engagement on Facebook and other networks, according to Sprinklr, the provider of the NRN Social 200 index.

Dublin, Ohio-based Wendy’s Co. reprised “Pretzel Love Songs” with new music videos, made by setting tweets and Facebook comments praising the Pretzel Bacon Cheeseburger and Pretzel Pub Chicken to music. R&B group Boyz II Men and crooner Jon Secada crooned the comments.

According to social media analytics research firm Sprinklr, Wendy’s content was popular with an engaged fan base eager to share the humorous songs and celebrate the return of the chain’s pretzel bun sandwiches. Those social media followers and fans produced an amplification of Wendy’s content 117,707-percent greater than Wendy’s would have achieved solely through posting its content on its Facebook, Twitter and other network brand pages.

Fans say, ‘Yes!’

Using Sprinklr’s proprietary Social Business Index dashboard, Nation’s Restaurant News analyzed Wendy’s latest “Pretzel Love Songs” campaign to find where it received the most of its millions of social-media impressions, using search terms related to the brand, its pretzel bun sandwiches, Boyz II Men and Jon Secada, or the #PretzelLoveSongs hashtag. More than 85 percent of those impressions came on Facebook, with another 11 percent from Twitter and nearly 3 percent from YouTube.

Some of the most engaging pieces of content from the campaign fell outside of data collected in Sprinklr’s analysis because they were not hosted on Wendy’s social platforms or because they had pictures of the Pretzel Bacon Cheeseburger, but not any of the search terms in the text of the post.

For example, a July 12 post on Wendy’s Facebook page featured a food shot of the Pretzel Bacon Cheeseburger but only a two-word caption, “Summer lovin’.” That post received more than 111,000 likes, more than 1,600 shares and more than 1,500 comments.



Winning with YouTube videos

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Also, the most-viewed YouTube videos for the series were not included on Wendy’s page, but on the YouTube handle for popular video site Vevo. The Boyz II Men video of the song “Yes! Yes! Yes!” received nearly 1.1 million YouTube views, while the Jon Secada video for “Otro Pretzel Más” received more than 280,000 views.

Pretzel sandwich fans for Wendy’s were primed for the menu items’ return even before Boyz II Men got involved, as a separate video made with amateur performers got more than 1 million views since its July 2 debut, which was posted more than a week before Boyz II Men’s video.

The top three posts tracked by Sprinklr were Facebook posts, including a July 18 post that showed the ingredients to the Pretzel Bacon Cheeseburger separately, which garnered more than 58,000 total likes, comments and shares.


Wendy’s most engaging tweet was a July 14 Twitter post linking to the Boyz II Men video and carrying the #PretzelLoveSongs hashtag, which earned nearly 2,300 retweets and more than 3,500 favorites.

Engagement spreads across platforms

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According to a Pulse Report of Wendy’s total social media activity from July 15-21, the number of active followers that engaged with Wendy’s by liking, sharing or commenting on its social content increased across all platforms. However, as with the first “Pretzel Love Songs,” the majority of the action occurred on Facebook.

The brand’s total audience on Facebook, Twitter, Instagram and YouTube all remained relatively flat during the promotion, but a significant percentage of those people already following Wendy’s in some way did begin to interact with the brand more during that time.

During that measurement period, Wendy’s active followers on Facebook increased 249 percent to about 301,400 people, compared to a 42-percent increase on Twitter to about 11,000 active followers. Off a much smaller base, the brand’s active-follower total increased 5 percent on Instagram to 747 people.

Interestingly, the active followers on YouTube went from only two to four people, most likely because the final videos with Boyz II Men and Jon Secada were hosted on the YouTube page for Vevo, not for Wendy’s.

The brand’s aggregate engagement numbers for the seven-day period again showed the most activity and the biggest upticks in interaction for Facebook.

On Facebook, Wendy’s increased its owned impressions during the period 291 percent to 10.1 million. Its total of earned impressions — meaning the incremental occasions of exposure Wendy’s garnered when a fan shared, liked or commented on a post, making that content show up in friends’ news feeds — grew faster, at 419 percent, to 18.8 million earned impressions. Its 28.9 million total impressions represented a 366 percent jump from the week before.

According to Sprinklr, the number of likes Wendy’s brand post received during the measurement period grew 75 percent to nearly 720,000. The brand’s numbers for shares and comments grew even faster, as shares of Wendy’s posts increased 289 percent to about 27,300, and comments on those posts increased 509 percent to about 9,400 during the period.

Wendy’s operates or franchises more than 6,500 restaurants in the United States and 27 markets worldwide.

Contact Mark Brandau at [email protected].
Follow him on Twitter: @Mark_from_NRN

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