May 9, 2017

Viral Twitter moment overshadows Wendy's Snapchat announcement

Mark Lennihan / AP; Michael Dwyer / AP

Wendy's announced Tuesday that it would partner with Snapchat to allow users to support its Dave Thomas Foundation for Adoption® (DTFA) by taking selfies using Snapcodes on Coca-Cola and Dr. Pepper drinks at Wendy's establishments. But what was supposed to be a day celebrating the Snapchat partnership, was completely overshadowed by a boy who set the Guinness World Record for the most retweeted tweet of all time.

Why it matters: It's hard to make content go viral when it can't be shared. Moments like this demonstrate the powerful amplification advantage that Twitter and Facebook have — especially when it comes to brands presenting themselves in a more relatable way — over a more personal communication tool like Snapchat.

100% fresh tweets: Wendy's created this viral moment through a sharp, timely response that engaged the Twitter community — Google, Hollister, Amazon, United and Apple Music all chimed in — while also honing its corporate social responsibility efforts. Their strategic use of social media, but particularly Twitter has not gone unnoticed. Earlier this year, the hamburger company clapped back at McDonald's for not using real beef in a tweet that instantly went viral and made national headlines.

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