Colin Belmont embeds Wendy's into the sprawling pop-culture universe
Colin Belmont has leveraged his knowledge of pop culture and social media to bring some of Wendy’s most successful campaigns to life. He helped sell “Keeping Fortnite Fresh,” the in-game campaign against frozen beef that featured a digital Wendy’s avatar smashing meat lockers across the gaming world.
He tapped into the resurgent popularity of role-playing games, bringing the client on board with “Feast of Legends,” a completely playable tabletop game based on a medieval fantasy world featuring famous fast-food franchises that debuted at New York Comic Con. “Feast” was downloaded a quarter of a million times, earned 289 million media impressions and spawned a new Reddit community. Belmont also helped develop a plan to bring back Wendy’s Spicy Chicken Nuggets for a timely partnership with Chance the Rapper that launched the most-liked brand tweet in Twitter history.