@Wendys Gives Carter Nuggs, Scores Brand Victory
At this point, marketers are in awe of the social media marketing savvy of @Wendys. As of 9:36 a.m. Tuesday, they may have started the slow clap; for that is when the fast food brand gave Carter Wilkerson a year’s supply of chicken nuggets, donated $100,000 to charity in his honor and presented him a certificate of achievement.
“This certificate certifies that Carter Wilkerson has the most retweeted tweet in the history of ever (sorry Ellen) #nuggsforcarter #consideritdone,” reads the red certificate the smiling Nevada teenager is holding in an @Wendys tweet that already had 69,000 heart-shaped likes and 34,000 retweets.
— Wendy's (@Wendys) May 9, 2017
On April 5, @Wendys answered a question from Wilkerson about how many retweets it would take him to earn a year’s supply of chicken nuggets. @Wendys replied “18 million.”
Wilkerson replied, “Consider it done,” 11 seconds later.
HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3
— Carter Wilkerson (@carterjwm) April 6, 2017
From then on, the #NuggsForCarter campaign went viral. Many brands, celebrities, media outlets, consumers and Wendy’s customers worked to help Wilkerson.
And by Tuesday, he had nearly 3.5 million retweets — surpassing the 3.4 million-retweet record set by Ellen DeGeneres at the Oscars in 2014.
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
That’s when @Wendys decided to feed Wilkerson early. And by doing so, @Wendys scored far more branding points than nuggets that will be consumed. Plus, #NuggsForCarter raised awareness about The Dave Thomas Foundation, the adoption charity Wilkerson helped highlight in his request for retweets.
Still, at least one celebrity may be a bit miffed.
Hey @TheEllenShow sorry about that... Can I still keep my TV and Underwear??
— Carter Wilkerson (@carterjwm) May 9, 2017
Absolutely not. Sending Bradley Cooper to pick 'em up. https://t.co/fSDZxM89Sl
— Ellen DeGeneres (@TheEllenShow) May 9, 2017
What do you think, marketers?
Please respond in the comments section below.
Related story: Teen's Tweet @Wendys Goes Viral With 2 Words