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Wendy's begins mobile phone giveaway

Fast food chain Wendy’s Canada has begun a promotion featuring a limited edition branded mobile phone. Developed by McCann Canada, the promotion comprises a giveaway of these phones via Twitter. The phones make use of a branded operating system skin, a GPS service that will direct users to the nearest Wendy’s and a voice assistant that responds to the words, “Hey Wendy.” Consumers can enter by downloading the Wendy’s mobile app, then marking a Wendy’s order as a favourite and posting a screenshot to Twitter with the campaign’s hashtag. A winner will be selected every 20 days.

The giveaway is being supported with ads on Spotify and Twitter, a branded emoji, a live streamed event on Oct. 17 and public relations by Ketchum. Media work is being conducted by Initiative.

“Launching a mobile app in a super competitive market wasn’t enough of a challenge for us, so we decided to enter the mobile phone industry as well,” said Josh Stein, chief creative officer at McCann Canada. “I’m just kidding. We did it because we saw an opportunity to make something expected more interesting: People expect apps, but they don’t expect the phone to come with it. Making and giving these phones away has been a ton of fun. But what we’re most excited about is having a direct line to some of Wendy’s biggest fans.”

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