PROJECT: The Redhead Roaster
Carter Wilkerson’s attempt to get free nuggs from Wendy’s, becoming the most-retweeted tweet of all time.
Teenager Carter Wilkerson tweeted @Wendys and asked how many retweets it would take to earn him free Wendy’s chicken nuggets for a year. We responded “18 Million.” Overnight, celebrities and brands championed Carter’s cause, getting it mainstream media attention.
As Carter began to rack up more than 2 million retweets to become the second-most retweeted tweet of all time (surpassing notable tweets from President Barack Obama and famous pop band One Direction), we reached out to the owner of the most retweeted tweet ever, talk show host Ellen DeGeneres, whose Oscar selfie stood atop the list for years with more than 3.2 million retweets. Ellen included the story in her monologue that week, and Carter appeared on her show.
By encouraging Carter’s supporters, Wendy’s community management helped Carter achieve the most retweeted tweet of all time, crushing Ellen’s Oscar selfie with more than 3.6 million retweets. To date, #NuggsForCarter has generated more than 3.2 billion earned media impressions from over 1,400 placements, and received over 11 million online mentions of Carter’s quest for nuggets. And of course, we gave Carter a year of free nuggets.
- Carter’s tweet about Wendy’s chicken nuggets earned 3.6 million-plus retweets — the most retweeted tweet ever
- Over 11 million online mentions of Carter’s quest for Wendy’s nuggets, organically boosting conversation mentioning Wendy’s 376% year over year
- @Wendys earned 213,000 new Twitter followers and 23.9 million visits to its Twitter profile
- Twitter verified Carter’s account AND donated a custom emoji triggered by the #NuggsForCarter hashtag, used 280,000-plus times
- The campaign generated over 3.2 billion earned media impressions from 1,400 placements, including top-tier outlets like Fast Company, The NY Times, the “Today” show, Time, NPR, USA Today and more