Wendy's dishes out 2M spicy nuggets after May Twitter challenge

Brief:

Wendy's is giving away spicy chicken nuggets to DoorDash users after a Twitter campaign from May went viral, per an announcement. The burger chain pledged to bring back the menu item if Twitter users responded to its challenge with 2 million "likes." The post racked up 2.2 million as of press time.
A partnership with DoorDash lets customers receive a free six-piece nugget order when they use the code SPICYNUGGS at checkout from Aug. 12-19.
Before challenging Twitter users to post 2 million "likes," Wendy's hinted that the menu item would return two days after musical artist Chance the Rapper tweeted a prayer asking for their return.

Insight:

Wendy's giveaway of spicy chicken nuggets follows a two-year absence of the menu item that spurred multiple requests by Twitter users to bring them back. The challenge to generate 2 million "likes" went viral while stirring up excitement among the burger chain's 3.3 million Twitter followers. Twitter has become a central part of Wendy's strategy, with a sassy persona that mocks rival fast food chains and their fans with snarky jabs.

Wendy's is no stranger to viral campaigns involving chicken nuggets. The #NuggsForCarter push that challenged one customer to get 18 million retweets for a year's worth of free chicken broke Twitter records in 2017 and generated massive publicity for the chain. It's also used Twitter to promote special menu items like its bacon maple chicken sandwich in December and a troll campaign targeting rival McDonald's on National Frozen Food Day in March.

Now, the spicy chicken nuggets giveaway comes a month after Wendy's ran a promotion for Baconfest on Twitch, the live video platform from Amazon. The burger chain's Twitch channel offered free Baconator sandwiches to the first 1,000 viewers who placed an order through DoorDash. As part of the promotion, Wendy's played the hit game "Fortnite" with an avatar that resembled its iconic mascot. It was the second time the avatar appeared in "Fortnite" after a successful campaign called "Keeping Fortnite Fresh."