ESSAY ON

MARKETS AND CONSUMPTION

ESSAY BY: ZAHRA KHAWAR SHAH

SECTION: A

WORD COUNT: 1940 WORDS

DATE: JANUARY 6TH, 2020

 TABLE OF CONTENTS

1. INTRODUCTION............................................................................................................3

2. DESCRIPTION OF CAMPAIGN “KEEPING FORTNITE FRESH”.......................3

3. CAMPAIGN ANALYSIS.................................................................................................4

4. CONCLUSION.................................................................................................................6

5. REFERENCES..................................................................................................................7
1. INTRODUCTION

Wendy’s is a famous fast food restaurant across USA. It is widely distributed throughout the
world through its 6,711 locations and it’s the world third largest food chain restaurants. It
offers various product line in Chicken, meat, Salads, Beverages and Desserts. As Hamburger
is their mainline product it is particularly boosted through the marketing campaigns against
their competitors. Wendy being a famous fast food chain follow marketing strategies by
studying the behavior of the individuals of that particular region. Wendy view and make
surveys in the market to study various market
segments through their demographic, geographical,
behavioral and psychosocial surveys. These
campaign in turn help in the increase in the revenue
of the company. Among these campaigns, Wendy
had also launched a campaign “Keeping fortnite
fresh”, with their product attribute of using fresh
beef and never a frozen beef. Below is the description of the campaign.

2. DESCRIPTION OF CAMPAIGN “KEEPING FORTNITE

FRESH”

Fortnite is the most streamed online video

game on Twitch. The game got attention
of Wendy’s marketing consultants When
Fortnite organized an in-game event
called food fight between team pizza and
team burger from the Fortnite universe’s two restaurants Durr burger and Pizza pit. Company
realized that Durr burger stored their virtual beef in freezer and what from there they picked
their shoutout that Wendy’s doesn’t do frozen beef as they are famous of never using frozen
beef. So, in a pursuit of making Fortnite fresh, they went on twitch creating a digital avatar in
the hit multiplayer battle royal videogame that looked suspiciously like Wendy’s own
namesake.

They entered their red-hooded character on the side of team pizza in the game which entered
burger joints inside the game’s unpopulated cityscape, started to locate freezers and
destroying them. Wendy’s, after all, never uses frozen beef. This destruction of frozen beef
was seen live on twitch and watched more than 1.5 million minutes. They also send
invitations to thousands of gamers for killing burger freezers with them. Soon other top
streamers took notice and they also joined their mission of their destroying beef freezers and
so their marketing influence directly hit on the subjected audience. Moreover, the game’s
developers removed out all of the freezers with facilities for fresh burgers, which finally
pinned the last nail on their successful marketing event. It was an outcome-based campaign
with more than expected results which increased the Wendy’s mentions across social media
by 119%. (The Drum, n.d.)

3. CAMPAIGN ANALYSIS
VLMY&R the marketing consultant agency whom are well known for their innovative
successful implemented ideas, Twitch the video game streaming platform, the Fortnite game
and the Wendy’s themselves are the key players of the whole in-game campaign. The
consultant agency derived the idea and got it strengthened by the game itself which originally
prompted the source of idea formation by launching the new game mode of food fight
between two restaurants in the game. The sound of their in-game marketing strategy is made
heard by the video game streaming platform called Twitch where their gameplay of
destroying freezers of the burger restaurants got viral.

In the basic analysis we shall try to link our subject media campaign to the ground realities
and achievements it gained during exercise and how it impacted in the overall image
development of the company. Any marketing campaign has to be specifically goaled
oriented, i.e. its goal should be SMART. Wendy has specific goal i.e. to get the more and
more people to notice Wendy and latter increase the customer base which is measurable and
attainable and its is directed towards the specific audience rather than haphazard. One of the
most admirable point of this advertisement campaign is its interactivity. The young adults
interact with the game item and in destroy the unhygienic item (www.bluleadz.com. (n.d.).
Which induces a very strong lesson.

We will analyze the marketing strategy /campaign using STP i.e. Segmentation, Targeting
and Positioning.

Segmentation is the division of whole population into various segments using certain set of
heterogenous characteristics such as age, place, behavior and psychological needs (Qualtrics.
(2018)). It is a key to the success towards the achievement of profitable sales volume.
Although, Wendy target customer range is very wide and it offer various meals from kid’s
meal to combo and deals to cater the needs of customers along with the budget meals and
economy deals. However, this campaign specifically was to engage the online traffic among
the age groups ranging mainly from 12 to 24 whom are most attracted to the fast food
products; therefore, they launched this in-game campaign and strongly came up with their
trademark. This helps increase the focus of these teens and adults to fresh food.

Targeting a specific customer base enables the company to mainly focus its attention
towards the target and cater to its needs. This will enable organization to gain customer
loyalty, brand recognition and improve quality of goods and services. In this specific
advertisement campaign young ones are the targeted base and they wish to induce into them
the Wendy’s moto of a fresh food and in order to gain their attention, the game has
specifically allocated point to them and there is a whole battle in the game.

Positioning is a perception or image of product in the eyes of customers. This campaign has
developed a strong perception in the minds of customers that Wendy always use fresh beef
and never use the frozen products by destroying all the freezer within the game. Moreover, by
making known to customers, the evils of the frozen products in the game format helps keep
the idea longer than simple listening especially children who are attracted towards new and
colorful things. Therefore, we can say that not only Wendy is advertising its product but also
educating its customers/ prospective customers.

With the advancement in the information technology, every part of life has been influenced.
Now is the age where marketing is also done using various internet sites, bloggers etc. unlike
the old times where only TV, radio and newspaper was used. Wendy with its new campaign
has introduced a completely new and innovative method of advertising campaign. Unlike
the advertisements which interrupt your gameplay. Wendy has induced its advertisement in
game. In this way you not only keep enjoying the game but also get the message across.
Diversified and unique adds draws more attention rather than simply adds. While others
paying big bucks for in-game sponsorships they found a way to make things simple at
minimal costs. They also received some respect from their competitors specifically by Arby’s
and KFC on Social media platform. Also, they eventually won the Social & Influencer Grand
Prix at the Cannes Lions International Festival of Creativity, narrowly beating out Nike’s
“Dream Crazy,” which has been the darling of this year’s show.

Wendy is brand which has been itched in the minds of foods lovers as among the largest fast
food chain with many branches. Wendy has always kept its focus on its branding by keep
improving its image through various social media campaigns. Wendy has always had kept its
moto of using the freshest ingredients which has been highlighted through the marketing
campaign. Using the social media influencer marketing strategies in 2018, Wendy has
launched 7 social media campaigns and keep on increasing its followers through Facebook
and twitter (unmetric and unmetric, 2018). As a result of which customers have developed
emotional attachment towards the brand.

Marketing campaigns has always known to be very expensive. However, on the other hand
these expenses are indispensable. In this marketing campaign, Wendy’s has even out done
NIKE “Dream crazy” this year by directly forcing millions of gamers to join in on the
campaign. This marketing campaign is known to be the best representation of the brand.

Although powerful marketing strategies yields results but these results came to dead end
when you have nothing to back it up. For example, even if you attract customers, but they are
unsatisfied with your service then they will never visit you again. You have to give value to
the customers that the money they are spending will give them satisfaction. According to a
journal published, Wendy has few weaknesses that it needs to overcame i.e. product
diversity, staff training programs and market penetration (Bolitres, n.d.). These issues are
latter worked on through Wendy’s Arby strategy. Wendy’s main concern should be to
increase its market share as a large number of competitors are already in the market and a
single event may the ruin the brand name.

4. CONCLUSION

From the whole analysis we did in our report we mainly conclude one thing that the
marketing standards seen by the world in an image of spending bucks or long term campaigns
can be revised by the methods which can be much more concise, clear, time sensitive,
economical and user-friendly as we seen in our subject campaign where no big dollar bills
involved, no long term campaign staff got head but just the use of brain in the right direction
got them with their successful media campaign in which they finally got awarded.

Also, we conclude that the use of modern methods and innovation playing across them is the
major part required to develop a successful marketing strategy as opposed in having local
events which just involves the just the group of audience but at the tools where hitting all
types of age groups required could be done at ease like in their case. They targeted their
desired audience which could be best found at the subject tool and so what they got best
outcomes at minimal costs. Wendy’s approach in aligning their marketing methods has set
the new standards in the market which will be a great leap forward for many future
stakeholders.

5. REFERENCES

The Drum. (n.d.). How Wendy’s and VMLY&R reached the adblock generation by smashing
freezers in Fortnite. [online] Available at: https://www.thedrum.com/news/2019/11/28/how-
wendy-s-and-vmlyr-reached-the-adblock-generation-smashing-freezers-fortnite [Accessed 13
Feb. 2020].

u‌ nmetric and unmetric (2018). Why is Wendy’s So Freaking Good at Social Media? [online]

Unmetric Social Media Analytics Blog. Available at: https://blog.unmetric.com/wendys-
social-media.

‌ igu (n.d.). Wendys Marketing Mix (4Ps) Strategy. [online] MBA Skool-Study.Learn.Share.

Z
Available at: https://www.mbaskool.com/marketing-mix/services/17575-wendys.html
[Accessed 13 Feb. 2020].

Qualtrics. (2018). What is Market Segmentation? 5 Focus Areas for Max ROI | Qualtrics.
[online] Available at: https://www.qualtrics.com/experience-management/brand/what-is-
market-segmentation/ [Accessed 12 Feb. 2020].

www.bluleadz.com. (n.d.). 11 Traits of a Successful Marketing Campaign. [online] Available

at: https://www.bluleadz.com/blog/traits-of-a-successful-marketing-campaign [Accessed 13
Feb. 2020].

‌ olitres, J.P. (n.d.). Wendy’s Analysis. www.academia.edu. [online] Available at:

B
https://www.academia.edu/33206928/Wendys_Analysis [Accessed 13 Feb. 2020].