122. KICK @$$ SOCIAL | Brands Getting Personal with Personas (feat. Creative Director, "I'm a snake" guy, Matt Keck)

Matt Keck is a creative director who worked on the Wendy's account for over a decade and is also known for the old YouTube meme "I'm a snake."

This week, Brit and Chase tracked down Matt to talk about what he learned about going viral, turning online beefs into social gold, creating "Stans," and humanizing brands, including helping Wendy take her crown as the Queen troll of the internet. Plus, his new podcast, #RoastMe: the story of the Wendy’s Twitter account, and his upcoming comedy special.

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TIMESTAMPS:

04:20: Wendy’s Twitter Beginnings

09:44: Changing the brand messaging

10:30: Human jokes rather than bots

10:52: Creating “Stans”

12:26: “Going Native”

15:56: Applying improv to social

17:22: Trolling the trolls

18:40: Trusting your teams, the ephemeral nature of social

20:50: Creating your own version of “a moment” vs chasing a moment

22:52: “Community Engagers”

24:20: Being successful before anybody knew what you were doing

25:22: Ask for forgiveness and not permission

27:47: Social Buckets vs. Open Real-Time Tweets

34:02: How the Rap Battle got made

36:46: What makes people pause, stop, and engage

38:27: Cameo

40:10: Matt’s Comedy Show

FOLLOW MATT:

YouTube

Instagram

LinkTree

#RoastME Podcast on Spotify and Apple

MUSIC:

"Praise The Lord (Da Shine) (Instrumental) ft. Skepta" (A$AP Rocky), "18 Carat Affair" (Desire)

©2024 The Furious Curious, Britton Rice, Chase Domergue