For its March Madness sponsorship, Wendy’s is launching an interactive bracket on Facebook, Instagram and Twitter, encouraging fans to pick Wendy’s #TeamFresh and download the fast food chain’s app to receive exclusive offers throughout the NCAA men’s basketball tournament.
The fast food chain and official hamburger of the NCAA announced the campaign with a Twitter video resembling a sports broadcast report and urging fans to tweet #TeamFresh or #TeamFrozen.
It's bracket time, and we've got the Easiest Bracket Ever. Tweet #TeamFresh and get exclusive offers for Fresh Beef from the Wendy's app. Tweet #TeamFrozen for McDs Frozen Beef and disappointment.
— Wendy's (@Wendys) March 8, 2018
The campaign, primarily running across the brand’s digital and social platforms, includes a variety of March Madness themed content pieces,
Forget the shot clock, there’s always time for fresh beef. pic.twitter.com/TY4vfLMDJP
— Wendy's (@Wendys) March 12, 2018
and running in parallel with its linked Coca-Cola brands (eg Powerade – see case study) Wendy’s is also running a ‘Sip. Scan. Score. March Madness Bracket Refresh’ product-linked game and competition initiative – see https://us.coca-cola.com/wendys/?mc_id=PR_KO_ENG_MISC_100403.
Which is supported by a series of joint Coke/Wendy’s March madness bracket videos fronted by former NBA star David Robinson.
Wendy’s is also partnering with sportswear designer Don C. to launch a streetwear collaboration, which fans can win through social media giveaways and at local shops during regional tournaments and during Final Four weekend in San Antonio, TX.
Looks like @dc2 is cooking up something fresh for March Madness. pic.twitter.com/WKHL8DmhUe
— Wendy's (@Wendys) March 15, 2018
Plus, the Wendy’s Food Truck will be serving free burgers, challenging fans to interactive basketball games and offering the chance to win Don C items and receive other offers through the company’s app.
The truck will make stops at various locations, including Bridgestone Arena in Nashville, TN, Georgia World Congress Center in Atlanta and at Final Four Fest at the Henry B. Gonzalez Convention Center and March Madness Music Festival in San Antonio, TX.
Comment:
Thiss 2018 March madness marketing follows on from the fast food chain’s NCAA college football initiative in Autumn 2017 (see case study) and its 2017 March Madness campaign (see case study).
Links:
Wendys
https://www.instagram.com/wendys/#
https://www.facebook.com/wendys/
https://www.youtube.com/user/cocacola
NCAA
https://www.youtube.com/user/ncaa
https://www.facebook.com/ncaastudents
https://www.instagram.com/NCAAsports/
