With the launch of its new Right Price Right Size value menu, Wendy's has added a "Claim Your Taste" digital experience (claimyourtaste.com) that has already yielded 150,000 visits since its Jan. 1 debut.
The site allows customers to choose their preferred "food naming" descriptions, such as "crispy" and "dubyum" in reference to the new menu's 18 options and combination possibilities.
"Wendy's consumers have thoroughly engaged with the 'Claim Your Taste' digital experience," said Bob Holtcamp, senior vice president of brand marketing for Wendy's. "We know online consumers like to describe and name their favorite foods. Our digital promotion is a fun way for our fans to interact with the new Right Price Right Size value menu."
Claim Your Taste rewards customers for sharing their favorite Right Price Right Size trios by making them virtual spokespeople. The customer's Facebook profile picture and name may appear with their menu selections on Wendy's digital properties, including its Facebook page, Wendys.com and custom banner ads. Additionally, customers will be eligible to win a series of prizes for sharing their trio on Facebook and voting for others' creative combinations.
"Claim Your Taste" was developed by Wendy's new digital partner, VML, of Kansas City, Mo.
One of Wendy's 2013 initiatives is to step up its digital presence. During the company's Investor Day in June, chief marketing officer Craig Bahner said "Exploding in the digital space — leading and winning," is a key building block for accelerated growth.
Read more about digital marketing efforts.