How do you make noise about breakfast? By going completely silent. When we locked @Wendys' Twitter account - their primary platform for brand voice - we turned a breakfast launch into a social media phenomenon.

Behind the locked account, we rewarded Wendy's loyal followers (the "Friendy's") with exclusive access to breakfast offers and challenged them to roast the competition. Their best Tweets didn't just live on Twitter - they lit up Times Square.

The strategy transformed FOMO into social media gold: #WendysBreakfast generated over 83,000 mentions, while the private account mystery attracted 45,000 new followers eager to be part of whatever was coming next.

Launch: March 2020