Wendy's targets Millennial males with late-night deal, concert promotions

May 8, 2013

Wendy's Moonlight Meal Deal has been launched to "meet the needs" of the millennial male demographic. The company cites a new survey conducted by Braun Research that shows eight in 10 millennial males said they want good late-night food choices, particularly hamburgers.

Top attributes for late-night diners include good food (84 percent), convenience (79 percent), quick service (78 percent) and options under $5 (73 percent).

Wendy's Moonlight Meal Deal includes a Double Stack hamburger, Chili Cheese Fries and a large soft drink all for $5 after 10 p.m. The Double Stack starts with two junior hamburger patties topped with American cheese, ketchup, mustard, pickle and onion. The Chili Cheese Fries combine Wendy's natural-cut fries with sea-salt, with chili and a cheesy cheddar sauce.

"We hear Millennials loud and clear and we're responding with food they crave at a great value," said Bob Holtcamp, Wendy's senior vice president, brand marketing. "Not only can they enjoy the Moonlight Meal Deal, they can also enter to win prizes late at night through our #GreatLate digital promotions."

Wendy's launch of its digital promotions encourages customers to share photos of their late night experiences. Starting now, customers who share photos of their late night experience using the #GreatLate hashtag on Twitter, Instagram or Tumblr will have the chance to win Wendy's gift cards every night throughout the summer.

Additionally, throughout the summer, Wendy's is sponsoring a series of concerts in partnership with Clear Channel's iHeartRadio. Customers who share their late night experiences with Wendy's by using the #GreatLate hashtag will have the opportunity to win VIP tickets to one of the five iHeartRadio Live GreatLate Concerts presented by Wendy's.

The concert series and larger #GreatLate marketing campaign will be promoted across Clear Channel radio stations nationwide and iHeartRadio, including a Wendy's-branded custom iHeartRadio station, Late Night Great Night Radio, and an exclusive concert series content page on iHeartRadio.com — set to launch in the end of May.

The series will kick off with indie pop band Fitz and the Tantrums on May 29, followed by the Ohio native duo Twenty One Pilots on June 19 at the iHeartRadio Theater presented by P.C. Richard & Son in New York City. There will also be chances to win tickets for the concert series during local Clear Channel events throughout the summer, including KTUphoria in Holmdel, N.J. and KISS FM's Fantabuloso 2013 in Chicago.

"iHeartRadio Live leverages Clear Channel's close relationship with artists and labels to create intimate experiences for our listeners, our partners and their customers," said Tom Poleman, president of National Programming Platforms, Clear Channel Media and Entertainment. "We are excited to join forces with Wendy's to produce the iHeartRadio Live GreatLate Concert Series which allows music fans the opportunity to experience great, late, live music."

Late-night Wendy's locations are listed at http://latenight.wendys.com. The #GreatLate promotion runs until Oct. 1.

Read more about marketing and promotions.

Topics: Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Trends / Statistics

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