Wendy’s Taps Social Media for March Madness Promo

Fast food chain Wendy’s has just launched social promotions for its boneless wings that leverage the popular NCAA Basketball Championships. The Facebook and Twitter campaigns both feature gift card giveaways.

On Facebook, the company is holding a random giveaway of $50 Wendy’s gift cards to 100 users who use the network to organize viewing parties by posting invitations on its wall. Fans can enter the “Get the Party” promo more than once by posting multiple invitations.

On Twitter, the company is giving away three $50 Wendy’s cards a day through April 4th to users who provide the quirkiest answers to a series of open-ended phrases, such as “If taste buds could talk …”. Tweets must include the hashtag #WendysTweet2Compete.

Wendy’s is promoting the contests on its Web site, on a microsite, and via e-mail to its e-club members. The microsite and Wendy’s Facebook fan page offer visitors a downloadable $1-off coupon for the chain’s three varieties of boneless wings.

The marketing effort won’t receive any traditional advertising support. Myles Kleeger, managing director of digital and experiential engagement at Kaplan Thaler, said he hopes the buzz will get around on its own. “We’re really working hard to build up our community of users,” he said.

Wendy’s currently has about 334,000 fans on Facebook and 3,300 followers on Twitter.

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