Feeding Fandoms, Fueled by Data

QSR

Feeding Fandoms, Fueled by Data

Served up performance across premium YouTube gaming channels, where fandom and flavor meet.

Objective

Connect Wendy's with highly engaged gaming audiences at scale through data-driven creator
alignment.

Audience

Highly engaged 18-49 audiences across esports, FPS, MOBA, and anime gaming genres on YouTube.

Challenge

Drive measurable performance for a QSR brand within a crowded gaming content environment, while maintaining brand safety and contextual relevance.

Quick service restaurants compete for the same broad audiences. Wendy's took a different approach, using data-driven creator alignment to reach gaming audiences who were already highly engaged, in content environments where the brand felt natural.

The strategy activated premium YouTube gaming channels across a diverse mix of genres, with Connected TV amplifying reach and driving co-viewing experiences that extended message retention beyond desktop and mobile.

The Approach.

The campaign activated across a curated roster of top YouTube gaming creators and esports teams, with creative delivery focused around breakfast moments and fan-favorite gaming titles. Creators were selected based on close audience alignment with Wendy's core demo across esports, FPS, MOBA, and anime genres. Connected TV drove co-viewing experiences and sustained completion, with CTV viewership surging to 42%, up from 29% in 2022. Esports channels were a standout, delivering 222% over benchmark, while TV drove completion and mobile drove clicks, each platform playing to its strength.

How We Built It.

The Bent Pixels products activated for this campaign:

PixelFusion

Proprietary channel curation and audience alignment.

Used for

Building the creator roster across esports, FPS, MOBA, and anime genres, with data- driven alignment to Wendy's core demo.

Creator Reserve

Premium in-network pre-roll with brand-safe placement.

Used for

Delivering pre-roll across vetted gaming creators and esports teams, with Connected TV formats driving co-viewing and completion.

The Impact

0.19%

Overall CTR

~ 171% over benchmark

94.9%

CTV Video

~ Completion Rate

222%

Esports Channel Performance

Over benchmark

What We Learned.

Data-driven creator alignment outperforms broad reach in gaming. Matching Wendy's to the right genres and audience verticals drove above-benchmark performance across every placement type, with esports channels delivering the strongest results. CTV's growing share of

What We Learned.

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