Tag Archives: consumer interaction

Time to Team Up? How Partner Marketing Can Help Your Your Brand

Brands are learning that partner marketing is a smart way to broaden your audience and drive growth and sales. Partner marketing, which is creating mutually beneficial relationships between your brand and other businesses, is a fast-growing sector in the marketing world. As with any relationship, it is important to find the right partner for your brand: Can the partner drive sufficient traffic and sales to make it worth your investment? Do your target audiences align? Do your brands have shared values? Here are 4 examples of brands who are utilizing partner marketing to grow their customer base.


PepsiCo brands Sabra and Tostitos have partnered with Lyft to launch a Cinco de Mayo campaign that offers up to $10 off the ride-hailing service, Lyft. According to Tostito’s press release, they have teamed up to help consumers get to and from their Cinco de Mayo celebrations safely. This is a smart move on their part, as Cinco de Mayo has overtaken the Super Bowl and St. Patrick’s Day for beer sales, and tortilla chip sales during the week of May 5th rose 0.5% to $98 million in 2016.


The 30th anniversary of Shark Week on Discovery Channel doesn’t debut until July 22nd, but the network has already declared Swedish Fish the official candy sponsor of the week-long event. Swedish Fish is celebrating its 75th anniversary, and launching a new product, so the partnership makes sense for both brands. In addition to co-branded packaging and ads, the brands are launching a mobile game next month, “Chomped”, which they hope will keep fans engaged and generate excitement leading up to Shark Week’s airing.


The Sabra/Tostitos partnership wasn’t Lyft’s first foray into brand partnership. Last year they partnered with Taco Bell to let passengers request a stop at a restaurant drive-thru, generating an 8% increase in weekend customer visits during the 11 p.m. hour. Taco Bell has partnered with mobile apps in the past, such as when they teamed up with Airbnb to promote a contest where the winner won a one night “steakcation” and OpenTable to promote a new breakfast taco.  


Snickers has had a partnership with WWE for 3 years, and is now expanding to WrestleMania as well. WWE is creating custom content for Snickers on their digital and social platforms, where the stars will feature in the popular “You’re Not You When You’re Hungry” ad campaigns. This partnership can potentially reach new consumers for Snickers, as WrestleMania draws tens of thousands of fans every year, with attendance continuing to grow.  

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4 Ways Wendy’s Uses Social Media to Attract Consumers

Wendy’s, the third largest burger fast food chain in the world, has been around since 1969. Created by Dave Thomas, and named for his daughter, Melinda (Wendy), it was a brand that was folky and wholesome. By the 1990s, Dave had become a household name, as he had appeared in more than 800 commercials, and a survey conducted by Wendy’s in the 1990s showed that 90% of Americans knew who he was. By using enhanced technology and digital marketing, they have evolved their brand voice to show a more snarky side, which has really resonated with customers. They’ve even released a mixtape, “We Beefin”. Here are 4 examples of times Wendy’s has stepped up their social media presence to engage and attract customers.


Wendy’s manages to be self-promoting and fun. Their brand voice is clever, casual and funny, and sets them apart from the competition. This isn’t their first, or last, jab at McDonalds. In their 2018 Super Bowl ad “Iceberg”, they used copy from McDonald’s website against them (“our beef is flash frozen to seal in fresh flavor”) and urged consumers to “skip the hamburgers at the Frozen Arches”.


Due to the internet, customers today are used to constant and instant accessibility, and Wendy’s is extremely responsive. Wendy’s responds quickly, and seriously, to customers who have complaints, and will even apologize for the delay if it takes them a while to respond.


Carter Wilkerson, a Nevada teen, became a Twitter sensation in 2017 when he went asked Wendy’s a simple question. Wendy’s response set him on a mission, and his campaign hashtag #NuggsForCarter went viral. While he didn’t get 18 million retweets, he did get more than 3.6 million, the record for a single tweet. Wendy’s lifted the 18 million goal and gave him the nuggets anyway. Wendy’s got national exposure, for the price of a year of free nuggets.


Wendy’s posts frequently, and maintain the same voice throughout their postings. Consistency is key on social media, both in terms of what you’re posting and how often. Even when they are posting different types of content, their voice is consistent, and in line with the brand as a whole. The long-term consistency allows them to keep their audience engaged, and the momentum going.