The encore for Wendy’s “Pretzel Love Songs” campaign proved to be just as successful as last year’s debut, once again driving outsize engagement on Facebook and other networks, according to Sprinklr, the provider of the NRN Social 200 index.
Dublin, Ohio-based Wendy’s Co. reprised “Pretzel Love Songs” with new music videos, made by setting tweets and Facebook comments praising the Pretzel Bacon Cheeseburger and Pretzel Pub Chicken to music. R&B group Boyz II Men and crooner Jon Secada crooned the comments.
According to social media analytics research firm Sprinklr, Wendy’s content was popular with an engaged fan base eager to share the humorous songs and celebrate the return of the chain’s pretzel bun sandwiches. Those social media followers and fans produced an amplification of Wendy’s content 117,707-percent greater than Wendy’s would have achieved solely through posting its content on its Facebook, Twitter and other network brand pages.
Fans say, ‘Yes!’
Using Sprinklr’s proprietary Social Business Index dashboard, Nation’s Restaurant News analyzed Wendy’s latest “Pretzel Love Songs” campaign to find where it received the most of its millions of social-media impressions, using search terms related to the brand, its pretzel bun sandwiches, Boyz II Men and Jon Secada, or the #PretzelLoveSongs hashtag. More than 85 percent of those impressions came on Facebook, with another 11 percent from Twitter and nearly 3 percent from YouTube.
Some of the most engaging pieces of content from the campaign fell outside of data collected in Sprinklr’s analysis because they were not hosted on Wendy’s social platforms or because they had pictures of the Pretzel Bacon Cheeseburger, but not any of the search terms in the text of the post.
For example, a July 12 post on Wendy’s Facebook page featured a food shot of the Pretzel Bacon Cheeseburger but only a two-word caption, “Summer lovin’.” That post received more than 111,000 likes, more than 1,600 shares and more than 1,500 comments.