Wendy’s Took #NationalRoastDay to TikTok — Did It Convey the Warmth?

by | Apr 17, 2023 | Etcetera | 0 comments

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Wendy’s has been serving up sass on social media since 2017.

It all started on Twitter. After the reputable Twitter account of Mcdonald’s mistakenly shared a tweet with typos, Wendy’s quote tweeted the put up saying, “When the tweets are as broken since the ice cream software.”

The great fortune of this tweet marked the beginning of a brand spanking new social media method for the short foods chain — roasting other accounts.

Wendy’s first National Roast Day used to be as soon as in 2018. Twitter shoppers might simply drop a Tweet asking to be roasted and the reputable Wendy’s account would counter with a ruthless response. No Twitter account used to be as soon as safe, and the made-up social media holiday used to be an annual affair that used to be as soon as a huge just right fortune.

In 2022, National Roast Day generated over 130 million impressions in a subject of hours and made Wendy’s an instantaneous trending topic on Twitter.

This 12 months, Wendy’s moved National Roast Day from Twitter to TikTok, turning it proper right into a three-day match from April 12-14  (in the past, it used to be as soon as limited to 24 hours). To participate, TikTok shoppers posted motion pictures asking Wendy’s to roast them. The reputable Wendy’s account then replied with stitched motion pictures turning in roasts from an animated “Wendy.”

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If the observation section used to be as soon as any indication, this 12 months’s roast didn’t elevate the heat.

Underneath the roast motion pictures, comparisons to the company’s previous roasts on Twitter have been incessantly mentioned. Consumers left comments identical to:

  • “how is your roast colder than your fries”
  • “the Twitter guy is on vacation”
  • “Twitter Wendy’s will have to roast TikTok Wendy’s”
  • “This actual particular person AIN’T the identical as Wendy’s Twitter”

Listed here are a few the reason why the most recent roast felt lukewarm compared to previous years.

TikTok’s Strict Community Guidelines

Compared to Twitter, TikTok has additional strict community guidelines spherical what is considered bullying or harassment. Content material subject matter that is deemed too harsh can briefly be taken down from the video platform, together with obstacles to what Wendy’s might simply say all through the roast.

Video Provide

Sharing roasts by way of text on Twitter allows moderately more space for interpretation. Consumers can be informed the tweets satirically or believe a decided on voice turning in the roast. With an animated character turning in the roast, there’s a lot much less room for interpretation and the jokes are more difficult to land.

It’s worth noting there were a few gems shared on National Roast Day, like this video directed at AdAge that marketers can acknowledge.

@wendys Replying to @adage Additional like unsatisfied age
♬ authentic sound – Wendy’s

Even supposing video presents unique tough scenarios to turning in the type of humor Wendy’s is known for, moving National Roast Day to TikTok used to be as soon as almost definitely a precious experiment that may have the same opinion Wendy’s social workforce hone in on its short-form video method.

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While the roasts received’t have been sizzling, the stats spherical National Roast Day 2023 have been nevertheless impressive. In every single place the three-day roast, Wendy’s shared 111 motion pictures garnering over 109 million views and counting.

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