Wendy's Goes Social: Frosty Style

This summer Wendy’s is looking for way to interact with customers, connect online, and donate to charities all in one program. As part of the Frosty Summer program there will be many levels of involvement and currencies (giftcards, points, prizes), think Foursquare meets Facebook meets Twitter meets online games.

The Frosty journey will begin on Facebook where Wendy’s followers will receive a postcard with a clue as to where clues are; which will be hidden amongst Facebook apps and websites. Once letters are collected, winners will be able to spell F-R-O-S-T-Y. Today the first clue will debut soon on Frosty’s Facebook Page.

Besides chasing down Frosty, later in June customers will also have a chance to help foster children through the Dave Thomas Foundation for Adoption (DTFA) which will be donating 50 cents from every Frosty purchased to the DTFA through the Treat It Forward campaign.

With a packed line-up of games and interactions this summer it will be interesting to see how many people start “Checking in” to Wendy’s and how viral chasing a Frosty can get. Clearly Wendy’s wants to make summer and snacking fun and starting out with a geo-location scavenger game might be just the ticket.

Publish date: May 24, 2010 https://dev.adweek.com/digital/wendys-goes-social-frosty-style/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT