Quick-service restaurant (QSR) brand Wendy’s is primarily known for its sassy brand voice, and its core differentiator: fresh, never frozen beef. To reach a younger target consumer the brand looked to where they were spending most of their time: gaming. Instead of acting like a brand to reach gamers, it acted like a gamer. Wendy’s gamed with them and for them. The brand streamed gameplay on Twitch, played with fans and created custom in-game content that was downloaded more than 988,000 times. It amassed such a following that Wendy’s became part of the top 1% of all streamers on Twitch.
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