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September 2022, 19 Uhr, Nashville, Tennessee. Eine interessante Textnachricht von einem Kollegen lenkt die Aufmerksamkeit von Brent Waible auf eine Benachrichtigung, die er kurz zuvor erhalten hat: einen Spike-Alert von Emplifi, der Waible meldet, dass auf Twitter etwas passiert. Viele Menschen interagieren, und das Thema ist Hardee\u2019s\u00ae. Dem prominenten CEO eines Kissenherstellers wird auf dem Parkplatz eines Hardee\u2019s\u00ae-Restaurants das Smartphone abgenommen.<\/p>\n<p>Brent Waible ist Senior Media Manager bei CKE Restaurants Inc., einem Privatunternehmen, das Carl\u2019s Jr.\u00ae und Hardee\u2019s\u00ae betreibt, zwei bekannte regionale Marken mit innovativen Men\u00fcs wie 100 % Black Angus Thickburgers\u00ae und Made from Scratch\u2122 Biscuits. Seit zwei Jahren verantwortet er die eigenen Social-Media-Kan\u00e4le der Marke.<\/p>\n<h2>Der Tweet mit den Kissen-Biscuits<\/h2>\n<p>Da die <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">Social-Listening-L\u00f6sung<\/a> von Emplifi aktiviert und richtig konfiguriert war, erhielt das Team Insights in Echtzeit und hatte genug Zeit, schnell zu handeln.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Wir wurden nach Feierabend per Spike-Alert benachrichtigt. So wurden wir auf das Gespr\u00e4ch aufmerksam und konnten \u00fcberlegen, wie wir uns einbringen\u2026wir haben uns intern abgestimmt und beschlossen, am Morgen zu handeln...und konnten das dann f\u00fcr uns nutzen.","quote_author":"Brent Waible","quote_author_description":"Senior Media Manager bei CKE Restaurants, Hardee\u2019s & Carl\u2019s Jr"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Das Team postete einen ersten Tweet: &#8222;Jetzt, wo ihr wisst, dass es uns gibt, solltet ihr unbedingt unsere kissenweichen Biscuits probieren&#8220;. Eine Anspielung auf das, wof\u00fcr die an dem Vorfall beteiligte Person \u00f6ffentlich bekannt ist.<\/p>\n<p>&nbsp;<\/p>\n<div>\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-0\" class=\"\" title=\"X Post\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=Emplifi&amp;dnt=false&amp;embedId=twitter-widget-0&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=1570035665340960770&amp;lang=en&amp;origin=https%3A%2F%2Femplifistg.wpenginepowered.com%2Fcustomers%2Fhardees-success&amp;sessionId=7112faca4dc962a6316c4298020e2a7a767a1e51&amp;theme=light&amp;widgetsVersion=2615f7e52b7e0%3A1702314776716&amp;width=550px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"1570035665340960770\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<p>&#8222;Am Ende war es f\u00fcr alle Seiten ein Gewinn, also definitiv eine gute Gelegenheit, und es wirkte nicht politisch aufgeladen&#8220;, erg\u00e4nzt er.<\/p>\n<p>Dank des guten Timings und der schnellen Reaktion des Teams auf den in der Emplifi-Suite eingerichteten Spike-Alert gewann Hardee\u2019s\u00ae 8.000 Follower und verzeichnete \u00fcber 8 Millionen Impressionen sowie fast 18.000 Retweets.<\/p>\n<h2>Von Twitter in die Restaurants<\/h2>\n<p>Um den Schwung zu nutzen, entwickelte das Team gemeinsam mit dem Loyalty-Team einen weiteren Tweet, der Conversions erzeugen und den digitalen Spike und das Engagement in die reale Welt \u00fcbertragen sollte. Mit anderen Worten: Menschen in die Hardee\u2019s\u00ae-Restaurants einladen, um die erw\u00e4hnten kissenweichen Biscuits wirklich zu probieren. Das stand im Tweet:<\/p>\n<p>&nbsp;<\/p>\n<div>\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-1\" class=\"\" title=\"X Post\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=Emplifi&amp;dnt=false&amp;embedId=twitter-widget-1&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=1570190585696292865&amp;lang=en&amp;origin=https%3A%2F%2Femplifistg.wpenginepowered.com%2Fcustomers%2Fhardees-success&amp;sessionId=7112faca4dc962a6316c4298020e2a7a767a1e51&amp;theme=light&amp;widgetsVersion=2615f7e52b7e0%3A1702314776716&amp;width=550px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"1570190585696292865\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>Das Ergebnis: mehr Downloads der Hardee\u2019s\u00ae-App und mehr Besucher in den Restaurants.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Ich denke, das war f\u00fcr uns alle ein Erfolg. Wir haben gezeigt, dass wir den Verbrauchern zuh\u00f6ren und nah dran sind, und genau daf\u00fcr setzen wir Emplifi ein.","quote_author":"Brent Waible","quote_author_description":"Senior Media Manager bei CKE Restaurants, Hardee\u2019s & Carl\u2019s Jr"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Das Fazit<\/h2>\n<p>Hardee\u2019s\u00ae beteiligt sich in Social Media nur selten an politischen oder polarisierenden Gespr\u00e4chen. 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