Another National Wetzel Day is in the record books, and we’re ready to call it the best ever! Wetzel’s Pretzels is a social brand, and social media activations are a key component of National Wetzel Day each year. It’s on our social platforms that National Pretzel Day truly becomes National Wetzel Day, and about creating the brand story, not just giving away pretzels.
This year, we took to the beach, with a branded beach cruiser giveaway on TikTok, influencers eating pretzels on surfboards, and even a custom theme song (careful, it’s an earworm). The main event, though, was a sand sculpture built at the Huntington Beach Pier. Once we cut through the red tape to make that happen, a giant, 8-foot tall, 20-foot long sand sculpture was built over the course of the day. This was a huge brand activation at a national tourist destination, and throughout the day the pier’s beachy soundtrack was punctuated by an endless stream of people saying “Wetzel’s!” as they saw the giant sand pretzel.
While we can’t quantify the brand halo of the sand sculpture, what we can quantify are the social brand results for Wetzel’s.
More than 82,000 pretzels given away, and a 15% increase in traffic over last year, plus:
- 200K views on Wetzel’s Tik Tok feed, including one of our top 5 videos
- Gained 1,300+ Tik Tok followers
- Another 200K views on our influencer Tik Tok feeds
- More than 840K views on Wetzel’s Instagram
- 6.1% increase in IG followers
- Another 150K+ views on our influencer IG feeds