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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 10th Annual Shorty Awards

Turning Their Tweets Against Them

Bronze Distinction in Twitter, Real Time Response

Entered in Food & Beverage

About this entry

The objective of this project was to shift the conversation from Wendy's no longer having spicy nuggets to Burger King now having spicy nuggets.

Why does this entry deserve to win?

In 2017, Wendy's discontinued their beloved spicy chicken nuggets and people were not happy. Wendy's is known for being extremely active on Twitter, so people inundated them with disgruntled tweets about their decision to discontinue their spicy chicken nuggets.

Wendy's has a reputation for being the ultimate Twitter troll, so we decided to wage a shadow war against them on the very platform they're known for being the best at. We simply turned Twitter users' disgruntled spicy nugget tweets, directed at Wendy's, into promoted ads from Burger King. Allowing us to infiltrate the feeds of millions of people, and spark a staggering amount of organic buzz. The best part? Wendy's went silent. The troll was defeated at their own game.

Results

Three months of inventory sold out in just four weeks.

105% increase in positive sentiment.

Over 1.5 billion media impressions.


Media

Video for Turning Their Tweets Against Them

Produced by

MullenLowe Boston, Burger King

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.