Ah, summer love. Warm nights and cold, refreshing drinks from a fast food chain. Right?
That’s what Wendy’s is angling for in their new, very original campaign. From Mobile Marketer:
“Wendy’s is promoting its summer beverages by publishing romance stories on Wattpad, the social network for authors and readers that reaches 65 million users a month, Adweek reports. Each short story has a theme based on one of the drinks: Berry Cherry Fruit Tea, Strawberry Watermelon Fruit Tea, Honest Tropical Green Tea, Limeade, Strawberry Lemonade and All Natural Lemonade.”
More interestingly, this isn’t a paid promotion; Wendy’s set up a profile like any other Wattpad user to tap into the platform’s demographic of younger woman and they’re the first brand to do so.
Known for their clever, off-beat presence on Twitter this is a fun way to expand their audience using that same brand voice while meeting the consumer where they are in an unobtrusive way. Of course they’re smartly letting their audience on Twitter know about this campaign too:
Check out this steamy read about the passionate love of the Berry Cherry Fruit Tea on Wattpad.
— Wendy's (@Wendys) July 3, 2018
In need of a beach read with a little branded content?
“As the stories cleverly parody romance novels, they also highlight the characteristics of each summer drink with lines like, ‘Courtney bit her lip. She wanted to take the Fruit Tea and run away, run from all the troubles of the world, leaving behind her old life to start anew.’”
It’s definitely a pitch-perfect summer campaign for a brand that has developed a quirky reputation.