Wendy’s extends Tumblr-centric promotional push with mock
news station
The Wendy’s Company is promoting the newest addition to its
4 for $4 menu, the Crispy Chicken BLT, through a mock news station Tumblr site
featuring humorous YouTube stories, building on the chain’s use of microsites
in previous social media campaigns.
Wendy’s fans will now be able to choose a Jr. Bacon
Cheeseburger or Crispy Chicken BLT as part of their 4 for $4 meal, which also
includes fries, chicken nuggets and a beverage. To drum up anticipation for the
new menu add-on, consumers can visit 444news.tumblr.com on their smartphones or
desktops to view the promotional mock news segments, which take on a March Madness-themed
approach.
“Is a mock news site
on Tumblr a good way to reach younger consumers?” said James McNally, senior
manager of business development at Prolific Interactive. “Sure, but the issue
is never if the platform is good enough.
“There is tons of 18 to 34-year-olds on Tumblr, and they
will engage with content that is relevant, funny, entertaining, etc. If Wendy's
can create a fun experience with good content – i.e. execute the campaign
effectively – then Tumblr is a good tactic for engaging its target audience.”
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