Cannes Case Study: Wendy's masterstroke with #NuggsForCarter

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Wendy's in a race to up its Twitter game used an ingenius combination of wit and sarcasm to lure followers and compel them for retweets. The food giant attacked its competitor, McDonalds too in the process via Twitter of course.

How it all began...

Amidst the ongoing battle between Wendy's and McDonalds, a Twitter user by the name of Carter Wilkerson asked that how many retweets should a tweet get to get a year full of free chicken nuggets. To which, Wendy's replied, 18 million.

Within 3 hours, the tweet got 28K tweets and then it knew no end.

How Wendy's jumped on the situation - custom twitter emoji for #NuggsForCarter, arranged for Carter to appear on Ellen

The campaign got impetus when Ellen Degenres talked about #NuggsForCarter in her show as her Oscar picture held the record for the largest number of retweets i.e. 3.2 million and apparently the record was on the brink to break as #NuggsForCarter was spreading swiftly all over the internet.

Seizing this opportunity, Wendy's came up with a customized emoji specially for #NuggsForCarter gaining popularity worldwide.

Mentions for Carter on TV Shows

Soon, TV shows and news presenters across the world started featuring Carter Wilkerson and #NuggsForCarter campaign. Everyone covered the campaign and urged people to help the boy get his nuggets.

Brands jump in

Gaining worldwide popularity among common people, the campaign was seen as a good chance by brands too. High profile brands like Amazon, Google, and Microsoft pitched in too.

Also Read: Cannes Case Study: How Skittles made a California teen the ultimate brand influencer!


Carter was called on to The Ellen Degeneres show as his tweet broke the record of Ellen's most tweeted photo by a considerable margin. Carter's tweet received 3.6 million retweets and after the video made by Wendy's. In addition to this, the brand got 213,000 new followers on Twitter and 3.5 million retweets and the tweet by Carter Wilkerson became the most retweeted tweet of the year.

See the entire case study below:

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