To: Wendy's and The Kaplan Thaler Group

For: Beef Equity - Here's the Beef

Award: Best Food Industry Interactive Application, Best Restaurant Interactive Application, Best Of Show Interactive Application

Click here to see entry creative

About the Entry

The Beef Equity promotion was developed to engage consumers and teach them about our hamburgers. In particular we explain why our hamburgers are better than our competitors.  We created interactive games and videos that walked consumers through each of the four pillars that sets Wendy’s apart from the rest (Fresh Never Frozen Beef, 100% Pure Beef, North American Beef and Made to Order ).  We were able to draw consumers to the application by rewarding them with a promotional prize of a vintage style T-shirt upon completion of all the pillars. In total, Wendy’s gave away 100,000 vintage style T-shirts to Fans that went through the entire application. The first 50,000 were given out within 2 hours and 47 minutes beating all expectation and we saw similar results two weeks later with the second 50,000 T-shirts.

Award Credits

Contributors:

Mike Towell:	Creative Director, The Kaplan Thaler Group
Julian WIld:	Creative Director, The Kaplan Thaler Group
Kelsey Liss:	Art Director, The Kaplan Thaler Group
Leroy Tellez:	Art Director, The Kaplan Thaler Group
Jason Liberatore:	Copywriter/Social Media
Brandon Rhoten:	Director Precision Marketing, Wendy's
Nana Obermann:	Head of Digital Production
Maya Mantri:	Digital Producer, The Kaplan Thaler Group
Catherine Parker:	Account Management, The Kaplan Thaler Group
Peyton Fowler:	Account Management, The Kaplan Thaler Group

The Kaplan Thaler Group

Location: USA