The Third Largest Hamburger Chain
Wendy's started in 1969 by founder Dave Thomas with the aim to deliver fresh, never frozen, quality hamburgers to the hungry value-conscious consumer. Today, Wendy’s is the third largest hamburger restaurant behind McDonald’s and Burger King with almost 7,000 locations.

You Know When It's Real
Working with the Kaplan Thaler Group, Rokkan launched the Wendy's Real Time website promoting Wendy's promise for freshness and quality. The primary feature of the website is to aggregate social activity related to Wendy’s and freshness. The homepage pulls in content from around the web in real time from sites like Twitter and YouTube. What are people saying about Wendy's right now? What are people talking about when it comes to freshness? What are on the minds of Wendy’s customers? The Wendy’s Real Time site is intended to maintain that fresh pulse on the Wendy's online community.

Online Contests, 3D Tomatoes and More
The site houses a variety of playful elements including online contests, user submissions to the Wendy's timeline, 3D animated food facts, games and more. One of the key elements of the site was integrating into the Wendy’s YouTube Contest, which asked Wendy’s fans to create their own Wendy’s commercials. Wendy’s received a high volume of submissions in all shapes and sizes – some, hilarious.

Behind the Scenes
As a large corporate brand, the rules and processes for moderating content is an extremely important issue. The site had to be able to pull content that’s as current as possible while still being on-brand and appropriate for the larger viewing public. Real time tweets are pre-moderated through a series of filters and black-lists to ensure content is as appropriate as possible and a custom administrative tool lets the client manage their feeds and filters and reject unwanted content.