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“How many re-tweets would it take to earn a year’s supply of Wendy’s chicken nuggets?” asked an eager teen named Carter. Wendy’s coy answer: “18 million.” Little did they know that Carter would earn more than a million in just 48 hours. Ketchum seized the opportunity and let Ellen DeGeneres know that her retweet record of 3.2 million was in peril. Ellen then went head to head with Carter and propelled him to a new world record. The social stunt produced huge results, including multiple segments on Ellen, more than 2.5 billion earned media impressions, and a 376 percent increase in online conversations mentioning Wendy’s.