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вЂњThe reason I love that one so much is because it married so many different parts of our strategy as social for Wendy's into one that just came through flawlessly.вЂќ вЂњIt was like watching a slot machine it just kept going up and up in real time,вЂќ Tormey says. It only took about 36 hours to reach that goal. вЂњAs a marketer, you're like, вЂMan, that's a conversation that we've now been invited to on something we've been thinking about we should probably jump in and see that the community really wants this,вЂќ Tormey says.ДЄfter talking to the higher-ups, WendyвЂ™s issued a challenge: Get ChanceвЂ™s tweet up to 2 million likes, and the Spicy Chicken Nuggets will return. The timing was ideal WendyвЂ™s had been having discussions about bringing the item back. In 2019, Chance the Rapper tweeted a daily affirmation that implored the brand to bring back its Spicy Chicken Nuggets, which had been absent from the menu for two-plus years. ItвЂ™s difficult for Tormey to name a single achievement sheвЂ™s most proud of during her tenure at WendyвЂ™s.

Through virtual reality, fans could explore a branded park that included a Fanta soda fountain and a basketball court called the Buck BiscuitDome (the latter was especially timely given it coincided with the final games in the NCAAвЂ™s March Madness tournament). Most recently, the chain entered the Metaverse in early April. In summer 2019, вЂњWendyвЂќ began playing Fortnite on the game-streaming platform Twitch. Since then, sheвЂ™s been a driving force behind taking the brand into not only new socialscapes like TikTok, but also the gaming world. Tormey started at WendyвЂ™s five years ago, when WendyвЂ™s social presence was focused almost exclusively on Twitter.

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Fans could also use a code to get a free four-piece chicken nugget order.

Tormey says the swell of responses led to shout-outs to first responders, nurses, firefighters, family members, friends, and more. GroupNug encouraged Twitter users to tag someone who could use a boost, and then WendyвЂ™s would spotlight on them via the social media platform. вЂњThe world was going through a lot, and it was like, вЂHow do we match the tone or kind of like a surprise and delight our consumers in a really fun, entertaining way?вЂ™ So instead of roasting, we did a little bit of toasting with a campaign called GroupNug,вЂќ Tormey says.

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MORE: Check out QSR's full list of Young Leaders to Watch for 2022 ItвЂ™s become a fun tradition that engages fans, but at the height of the pandemic, the idea didnвЂ™t feel right. вЂњYou just have to be aware of what's going on out there, whether it's what's in the news, what's in the industry, what's going on on each platform, and how that tone is.вЂќД¬ase in point: Every January, WendyвЂ™s hosts a Roast Day, where Wendy takes to Twitter to grill people. вЂњWhen it comes to matching the tone, that's a lot of work,вЂќ she says. She also manages multiple agency partnerships with the brand to ensure brand consistency throughout various campaigns. As social media and gaming manager for WendyвЂ™s, Tormey is largely responsible for shaping that voice and persona across platforms, from Twitter and Facebook to TikTok and Twitch. We know we're a brand, but at the same time, we really more so look at Wendy as like this cultural influencer,вЂќ says Kristin Tormey. вЂњReferring to Wendy as вЂherвЂ™-that's our goal. Known for a razor-sharp wit tinged with a bit of snark, вЂњWendyвЂќ has become a character in her own right. Of all the major brands, WendyвЂ™s has arguably created the most distinctive voice across its social media and other digital interactive channels.