Where's the Beef?

During these past couple of weeks, Wendy's has really pushed their form of marketing. It may not have been on purpose, but Wendy's has attracted a lot of attention after sending out multiple "roast" tweets in response to rival consumers and hate tweets. There are two ways you can view these tweets: mean and unnecessary for such a large company, or funny and a great way to catch the internet's attention (this is where I side). Multiple large news/ media outlets were publishing articles dedicated to Wendy's roasts and brand.
Like we learned in the movie Merchants of Cool, the teen market is the largest and most influential market as of now. With these tweets, Wendy's has really attracted the teen market, especially using one of the largest social media outlets, Twitter. The reason we are loving it so much is because we love a nice competition and a big personality. Wendy's is now doing what no other large company has done from my knowledge, and that is giving their brand a personality in such an interactive way. It's nice when companies are being less restricting and more authentic. When I say restricting I mean when companies are always promoting, using auto responses, etc. like when every interaction they have just seems so artificial and robotic.
Although these tweets may offend some, I have a feeling that Wendy's doesn't have the intentions of hurting people and that the people they are responding to don't mind. I think these tweets gave Wendy's more positive attention than negative and further developed their brand.