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How a Student's Twitter Bet With Wendy's Crushed the All-time Retweet Record

VML and Wendy's break through the Twittersphere to get Carter Wilkerson his free chicken nuggets

How a Student's Twitter Bet With Wendy's Crushed the All-time Retweet Record

When you break records, you make noise. And Wendy’s #NuggsForCarter conversation created more than noise beyond the Twittersphere — the world got into formation, from fans and brands to presidents and celebrities, so a young man named Carter could get his free chicken nuggets. With more than 1 billion earned media impressions to date, and no paid support, this social moment earned coverage from international and national top-tiered media, and the movement was supported for weeks.

@carterjwm tweeted Wendy’s and asked how many retweets it would take to get him free chicken nuggets for a year. Wendy’s responded “18 Million.” Celebrities and brands championed Carter’s “cause,” getting it mainstream media attention. Carter’s tweet about Wendy’s chicken nuggets earned 3.4 million+ retweets — the most-retweeted tweet ever. Twitter verified Carter’s account and created a custom emoji triggered by the #NuggsForCarter hashtag, used 151,000+ times. @Wendys earned 212,000 new Twitter followers and saw 20.1 million visits to its Twitter profile.

Creative Agency

Creative Agency: VML

Creative Director: Tony Marin

Copywriter: Francis LaBelle

Art Director: Alison Radke

Executive Creative Director: Chris Corley

Chief Creative Officer: Debbi Vandeven, John Godsey

Group Creative Director: Pat Piper

Client Director: Jen McDonald

Data & Analytics : Emily Cray

Associate Creative Director: Jess Elwood

Community Management: Matt Keck

Planning Director: Bret Smith

Category: Fast food , Retail and restaurants

Genre: Digital