THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
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

Entrant Company / Organization Name

MullenLowe Boston, Burger King

Entry Credits