Find a relevant audience.
Wendy’s used Twitter’s robust targeting options to find sports fans who would be interested in the #WendysBracket. The campaign used Promoted Tweets that linked directly to the bracket builder in Direct Messages.
Create a personalized experience.
Wendy’s chatbot then used Direct Messages to greet fans and guide them through a series of fun questions that automatically generated brackets. Fans could also pick their game-by-game favorites, all through Direct Messages.
Keep people engaged.
Fans who built brackets received scoring updates, prize giveaways, and redemption bracket opportunities throughout the tournament, helping them track their bracket’s progress. For those whose brackets got busted, Wendy’s offered the chance to create a redemption bracket to keep the interest and excitement going for everyone.