Wendy's, an American fast-food chain, seized the opportunity to communicate effectively with Fortnite players by creating an ingenious marketing strategy. With the release of a new game mode titled "Pizza VS Burger" in Fortnite, Wendy's decided to join in by exploiting a detail in the game: the presence of freezers.
The brand organized a multi-hour Twitch live stream, encouraging players to destroy all the freezers in the game. This operation aligns with Wendy's marketing strategy, which highlights the use of fresh meat rather than frozen. Many influencers participated in this campaign, generating over 1.5 million minutes viewed on Twitch and a 119% increase in brand mentions on social media.
Ultimately, Wendy's initiative was awarded a Grand Prix at the Cannes Lions in the Social & Influencer category for the agency VMLY&R. By smartly leveraging an element of Fortnite and engaging influencers to participate in the campaign, Wendy's successfully communicated with a younger audience and strengthened its brand awareness.
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