Wendy’s is tapping into the Internet's ongoing love affair with bacon. The effort is to promote Wendy's new Applewood Smoked Bacon burger with a social media campaign centered on a Twitter contest.
The "Bacon Hunt" contest, launched last week, awards points to Twitter users following @UrBaconMeCrazy for performing different tasks, like updating about bacon or knowing how many bacon slices the new burger has. Participants are required to use the hashtag #bacon in all their Tweets.
The contest feeds into Wendy's Facebook page, which carries a running stream of tweets from users and a scoreboard of the competition's leaders. Visitors can also "give the gift of bacon" by sending friends a virtual gift of a Wendy's sandwich.
"We're trying to give people something to talk about and have fun," said Myles Kleeger, managing director at The Kaplan Thaler Group, the Wendy's agency behind the campaign. "The beauty of this strategy is it's creating more content for us for this hub."
There is little doubt that bacon is popular online. A bacon page on Facebook boasts 370,000 fans. By attaching itself to the meme, Wendy's is able to give people something to talk about that will at the same time help raise awareness of its product, Kleeger said.