The Why
Wendy's is a well known fast food chain with over 6,500 locations worldwide. They are famous for their square patties in their burgers, sea salt fries, and Frosties. The NZ branch reached out to Gamify wanting to create a branded video game - something they've never done before.
The objective was simple- customer engagement and social shares. They were releasing a new menu and wanted to build excitement and a bit of competition.
Wendy’s had 3 different objectives that they knew could all be funneled into and achieved through social networking streams. Which is why they partnered with Gamify in order to launch a competitive “Endless Runner Game”, for customers to go in the draw for daily voucher reveals. The prize pool consisted of 30 prizes:
20 vouchers for free Wendy’s Smoky 'Shroom Burgers
10 vouchers for a Wendy’s Combo upsize from Medium to Large
The Results
The game reached over 9,800 people and achieved 29,517 plays over a 1-month duration. With a completion rate of 98.5%, the game was shared 307 times in social networks and quickly created a loyal daily returning player base of several hundred.
Between all of the voucher redemptions, social shares and unique players of the "Smoky 'Shroom Sprint" game, Wendy's marketing campaign objective of raising awareness around the new menu item was a success.
29,517
307
Social Shares
98.5%
Engagement Rate
9,800
Organic Shares