Customer Engagement using Twitter -Wendys way

I started following the Wendy's burger handle when I came across some nice promotional activities by the brand. And it was a very hilarious to scroll down the timeline of Wendy's . The fast food segment in USA is very competitive and their ad campaigns and customer interaction is very intuitive  and heart warming.

Prosumption can be defined as “value creation activities undertaken by the consumer that result in the production of products they eventually consume and that become their consumption experiences” (Xie et al., 2008, p. 110). 

Brands are becoming more intuitive and encourage customers to interact with their official pages in social media. This leads to consumers and brands creating more content which the brands use to induce more interactions and in the long run loyal customer. 

There is this person who tweeted to Wendy's saying that they celebrate their anniversary at any outlet of the Wendy's chain.  Soon enough the official twitter handle sent out a tweet saying, the company would love to send an anniversary gift. 

This is another instance of a customer cosplaying as the Wendy's girl and tweeting out tagging the official handle for a free frostie  and the company responded and it got a great number of buzz over the interaction. The brand exposure was over 40k interactions.

The company also made itself relevant to the current generation by linking up their brand with popular culture , like  Anime, American football,etc.. 

It even went on to launch its own RPG (Role Playing Game) based on its fresh ingredients. So it was able to reach out to multiple segment of audience. The health conscious consumers and also the nerds who play RPG's. 

So if one company does this wont other companies be far behind, Popeyes Chicken and Burger King constantly challenge Wendy's in twitter and the interactions tends to be hilarious, but this one instance the interactions got too cute and three brands interacted, first Popeyes Chicken tried to troll Wendy's and Wendy's trolled back, so Aviation Gin made a comment and Wendy's interacted saying the girl loves Ryan Reynolds the owner of Aviation Gin brand. This interaction caused too much buzz over the brands and built even more customer engagement.  

In an article (Using Twitter to engage with customers: a data mining approach) the authors say social networks serve as ideal platforms where consumers participate in prosumption – collaborative recommendations and development for specific products, services, and brands through eWOM (electronic Word Of Mouth) 

So we can come to a conclusion that Brands that interact more create more eWOM and value both for brands and consumers.