Viral Twitter moment overshadows Wendy's Snapchat announcement

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.