It seems like all fast food chains have social media on lock these days. Brands are getting smarter on the internet and learning to become “one of the guys” with their followers. Wendy’s is uber successful in employing this tactic of fitting in with social media culture.  They’ve become one of the most popular brand accounts on the internet, and it’s all about their unique customer engagement.

The Wendy’s Twitter Roasts all started with their Twitter account responding to negative comments from internet trolls in ironic and tongue-in-cheek ways.

Audiences began to crave receiving the honor of being roasted by Wendy’s so much, that Wendy’s now answers hundreds of questions and comments a day.

The tweets between Wendy’s and their followers became so massive in number, that it became popular for YouTubers to film reaction videos to the tweets.

 

This brought the conversation to a whole new social media platform, and it became just as trendy to react to Wendy’s tweets via YouTube. The video above has 9 million views, and many of the other popular Wendy’s tweets videos each have millions as well.

Wendy’s has even responded to the YouTube videos, poking fun at the comments YouTubers made towards their Twitter content.

Perhaps what brought Wendy’s the biggest Twitter fame was the accidental success of #NuggsForCarter. It all started as a classic Wendy’s Roast towards a follower who wanted free nuggets from the restaurant.

The tweet became so popular that Ellen Degeneres herself met with Carter. She joked that she’d ask her audience to keep retweeting her Oscar’s selfie, which was crowned the most retweeted tweet ever at the time. But despite that “threat”, Carter’s nugget tweet beat the all-time retweet record…even though it didn’t make it to the highly improbable 18 million.

No brand could have asked for better social media publicity.

Other brands have attempted to step foot into Wendy’s spotlight. Some have also gotten that classic roast:

And others have played along and drawn in more followers:

Wendy’s achieved the seemingly impossible and achieved mega-internet popularity as a brand. And it’s all because of this: Wendy’s social media marketing strategy connects the brand to the new generation by making their content personal. It creates that one-on-one conversation between customer and restaurant, that draws more and more people to click that follow button. Audiences on Twitter were excited to be engaged with by someone who spoke their cultural language and liked to make jokes just as much as they do.

The Wendy’s Twitter account hooks younger audiences to their brand all by being funny and ironic. But how many brands could go this far? It’s all about understanding your audience. Many young people eat at fast food restaurants because it’s affordable for them. So, Wendy’s reached out to these young people through a channel young people love…social media.

Maybe we’ll be next and have the honor of being roasted on Twitter by Wendy’s.