Overview

Wendy’s teamed up with Netflix’s Wednesday to connect with a passionate teen fanbase ahead of Season 2’s premiere. Through the “Meal of Misfortune” Video Quest, users were invited to celebrate their fandom in a darkly playful way — sparking conversation, driving engagement, and cementing Wendy’s place in culture.

Problem 

Wendy’s aimed to boost cultural relevance and strengthen brand affinity with Gen Z by meeting them where they already are: on Discord. The platform’s gaming and fandom communities offered an authentic, credible space for Wendy’s to join conversations organically, stand out in a crowded QSR landscape, and connect with a hard-to-reach teenage audience.

Solution

The Video Quest offered fans an immersive way to engage with Wendy’s and Netflix’s Wednesday collaboration. Through a co-branded video and an exclusive themed reward, fans were drawn into the world of the “Meal of Misfortune,” blending entertainment, community, and brand storytelling. 

Leveraging Discord’s interactive ad format, Wendy’s tapped into organic fandom energy, achieving an 83% VCR and a $0.21 CPCV*, demonstrating both high engagement and cost-efficient performance.

Reward

Fans who completed the Quest unlocked a limited-edition avatar deco featuring Wendy’s signature red braids that shock into Wednesday’s black braids, a clever, collectible nod to both brands’ iconic styles.

Results

Highlight Metrics*:

• Primary KPI – Video Completion Rate: 83% on a 1:00 video, reflecting high engagement and message retention.
• Secondary KPI – CPCV: $0.21

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The campaign not only exceeded completion rate benchmarks by 12%, but also helped establish Discord as a powerful new channel for QSR advertisers like Wendy’s who want to tap into fandom culture and authentic community spaces.

_{*Source: Discord Internal Data, 2025}