--- title: "Wendy's: webeefin?" description: Wendy's mixtape, webeefin?, capitalises on its audience's hunger for engagement and earned new fans along the way. image: https://www.256content.com/hubfs/Imported_Blog_Media/Wendys-webeefin-Oct-27-2022-04-39-09-8236-PM.jpg --- [![256 logo](https://www.256content.com/hs-fs/hubfs/Giff-Logo.gif?width=95&name=Giff-Logo.gif "256 logo") ![256 logo](https://www.256content.com/hs-fs/hubfs/256-logo--white.png?width=95&name=256-logo--white.png "256 logo")](https://www.256content.com) - Services - [Content Strategy](https://www.256content.com/services/content-strategy) - [Personas](https://www.256content.com/services/personas) - [Content Managed Service](https://www.256content.com/services/content-managed-service) - [Content Operations](https://www.256content.com/services/content-operations) - [Campaign 360](https://www.256content.com/services/digital-marketing-advertising-agency) - [Data Analytics](https://www.256content.com/services/data-analytics) - [Custom Dashboards](https://www.256content.com/services/dash) - [Market Intelligence](https://www.256content.com/services/competitor-analysis) - [Siteseer](https://www.256content.com/services/content-audit) - [Internal Communications](https://www.256content.com/services/internal-communications) - [Shine Video Production](https://www.256content.com/services/video-production) - [Unlocking Team Talent](https://www.256content.com/services/video-production/intfluencers) - [Social Media Services](https://www.256content.com/services/social-media) - [Case Studies](https://www.256content.com/case-studies) - [Blog](https://www.256content.com/blog) - [Contact](https://www.256content.com/contact) - [About Us](https://www.256content.com/about-us) - [Our Values](https://www.256content.com/our-values) - [Careers](https://www.256content.com/careers) - [Resources](https://www.256content.com/resources) [B2C](https://www.256content.com/resources/tag/b2c), [The Content Collection](https://www.256content.com/resources/tag/the-content-collection) # Wendy's: webeefin? ![Author avatar](https://www.256content.com/hubfs/256%20Logos/Square/256_RGB_GRADIENT_SQUARE_700px.png) ### Posted by **256** ### March 3rd, 2020 [Wendy's](https://www.wendys.com/) is an American fast food restaurant chain with over 6,700 locations across the world. **Audience:** B2C **Type:** Superhero: Innovative content that sets the bar by incorporating new formats or channels to engage with the audience outside of the usual mediums. **Campaign Title:** webeefin? (2018) [Listen to Wendy's webeefin? mixtape](https://open.spotify.com/album/5bBpYxgZ1zm89a6GlnuQHu) ![Wendys\_Mixtape](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/Wendys_Mixtape-Oct-27-2022-04-39-08-3938-PM.jpg?width=720&name=Wendys_Mixtape-Oct-27-2022-04-39-08-3938-PM.jpg) #### What It Is Wendy's is an industry leader in B2C social media marketing for its engaging, off-the-cuff strategy. After a Twitter-based rap battle with a competitor, fans asked the brand to create its own mixtape. The result: webeefin?. The five-song mixtape, produced by Wendy's digital marketing agency VMLY&R and in conjunction with production company Six Courses Inc., immediately went viral and hit #1 on Spotify and #3 on iTunes. The campaign generated 758 million earned media impressions with $0 spent on promotion. On Twitter, Wendy's saw 14 million impressions and gained 35,000 new followers the week after it was launched. ![Wendys\_Webeefin](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/Wendys_Webeefin-Oct-27-2022-04-39-11-2837-PM.png?width=1385&name=Wendys_Webeefin-Oct-27-2022-04-39-11-2837-PM.png) #### Why We Like It It's not every day that a fast-food chain drops a mixtape that has professional rappers praising its quality. Wendy's listened to the demands of its social audience and delivered big with a viral superhero asset. The campaign is an excellent - if not unique - example of how to capitalise on engagement. #### How We’d Add To It The webeefin? mixtape had tremendous success as a digital release but we can't help but wonder if Wendy's could have expanded the campaign's reach by releasing a physical counterpart that looked not too dissimilar from its famous square burger patties. Adding in the retail component of a CD or even a vinyl might have given its reach more legs while staying true to its organic promotion strategy. ![256](https://www.256content.com/hubfs/256%20Logos/Square/256_RGB_GRADIENT_SQUARE_700px.png) ## 256 We're 256 - \*the\* content marketing agency. Finding us talking all things digital, creative, social and marketing. ## [![Left arrow](https://www.256content.com/hubfs/leftVector.png) Previous Post](https://www.256content.com/resources/the-content-collection-salesforce-website-sitemap) ### Salesforce: Website Sitemap [![Blog index icon](https://www.256content.com/hubfs/homeVector.png)](https://www.256content.com/resources) ## [Next Post ![Right arrow](https://www.256content.com/hubfs/rightVector.png)](https://www.256content.com/resources/content-collection-aib) ### AIB: The Toughest Journey Campaign ## Subscribe Here ### You may also like... [![](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/regions-of-japan-Oct-27-2022-04-37-43-3824-PM.jpg?width=500&name=regions-of-japan-Oct-27-2022-04-37-43-3824-PM.jpg)](https://www.256content.com/resources/regions-of-japan) [B2C](https://www.256content.com/resources/tag/b2c) ### [Travel Japan: Regions of Japan](https://www.256content.com/resources/regions-of-japan) 256 | Sep 28, 2020 [![](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/cheerios-Oct-27-2022-04-38-32-7918-PM.jpg?width=500&name=cheerios-Oct-27-2022-04-38-32-7918-PM.jpg)](https://www.256content.com/resources/cheerios-recipes) [B2C](https://www.256content.com/resources/tag/b2c) ### [Cheerios Recipes](https://www.256content.com/resources/cheerios-recipes) 256 | Sep 20, 2020 [![](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/Open%20Space%E2%80%99s%20Website-Oct-27-2022-04-38-50-0563-PM.jpg?width=500&name=Open%20Space%E2%80%99s%20Website-Oct-27-2022-04-38-50-0563-PM.jpg)](https://www.256content.com/resources/open-spaces-website) [B2C](https://www.256content.com/resources/tag/b2c) ### [Open Spaces' Website](https://www.256content.com/resources/open-spaces-website) 256 | Sep 14, 2020 ![256](https://www.256content.com/hs-fs/hubfs/Imported%20images/logo%20(1).png?width=64&height=30&name=logo%20(1).png) 256 South Circular Road, Dublin 8, DO8 P6C6 [+353 1 473 5040](tel:+35314735040) **New Business Enquiries:** [**Contact Us**](https://www.256content.com/contact) Follow us on social to keep up with our projects, client work and content wisdom. - - - TFS Media Agency Ltd t/a 256. Registered in Ireland Company No. 525946. VAT No. IE 2975710SH Director: K Hesse. - [Privacy Policy](https://www.256content.com/privacy-policy/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "256", "url" : "https://www.256content.com/resources/author/256" }, "dateModified" : "2022-11-21T22:06:06.451Z", "datePublished" : "2020-03-03T00:00:00.000Z", "headline" : "Wendy's: webeefin?", "image" : [ "https://www.256content.com/hubfs/Imported_Blog_Media/Wendys-webeefin-Oct-27-2022-04-39-09-8236-PM.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.256content.com/resources/the-content-collection-wendys-webeefin", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.256content.com/hubfs/256-logo.png" }, "name" : "256" } } ```