Lead Agency: VMLY&R
Wendy’s is showing how brands can utilize video games and platforms like Twitch to interact with their customers. Who would have ever thought that a fast-food chain would become one of the top 1% of all streamers on Twitch?
In 2019, Wendy made her first appearance in the video game world when she entered Fortnite. The brand honed in on the fact they do not serve frozen ingredients in their restaurants by having Wendy destroy refrigerators. But she wasn’t done yet.
Wendy is continuously making appearances in popular video games, with gamers watching over 9.8 million minutes of her adventures each week on Twitch.
Wendy peaked when she made a 6-hour appearance on Animal Crossing: New Horizons, selling freezers and going on various journeys, gaining Wendy her most live viewers with 17,003 people tuning in.
Her appearances were spot-on in each game with Wendy stunting her red pigtails and classic dress. Gamers were even given the opportunity to play as Wendy in some of their favorite games.
As Wendy’s got deeper into the video game world, the brand started creating their own custom levels on games like Super Mario Maker 2 and even holding a Wendy’s face-off Tournament on Super Smash Bros Ultimate.
Wendy’s even created their own free RPG video game called Feast of Legends where "Queen Wendy" must find "the perfect dipping sauce and fight against the evil frozen beef."
This all led the gaming community to spread Wendy’s popularity as they documented their own experiences playing as Wendy and playing on Wendy’s custom levels. So far, Wendy’s custom-branded gaming content has been downloaded more than 988,000 times.
With most video game ads being product placement, gamers have grown tired of brand products and logos spoiling their gaming experience. But with Wendy’s approach, the brand tapped into the video game world in a non-intrusive way.
Overall, Wendy has made appearances and streamed games like Street Fighter IV, Minecraft, Pocket Mortys, Sims 4, The Legend of Zelda: Link's Awakening, and much more.
I don’t know about you, but I’m excited to see where Wendy will go next!
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