TGI Friday's Promo, Case study MEET WOODY by Spark Communications

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market United States
Agency Spark Communications
Released September 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: T.G.I. FRIDAY'S
Product/Service: RESTAURANT
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: SPARK COMMUNICATIONS, Chicago, USA
Senior Vice President/Media Director: Nancy Roth (Spark Communications)
Digital Media Director: Jason Steinberg (Spark Communications)
Associate Media Director: Joe Nunziante (Spark Communications)
Media Supervisor: Courtney Hein (Spark Communications)
Media Supervisor: Kate O'Leary (Spark Communications)
Media Supervisor: Emily Smith (Spark Communications)
Media Associate: Katelyn Brown (Spark Communications)
Senior Vice President/Group Account Director: Nick Holzwarth (Publicis New York)
Media placement: Social Media - Facebook Page, YouTube, Twitter - 01/09/2009
Media placement: Digital - TV Guide Homepage, Yahoo!, College Humor, Crave, CBS Sports - 01/09/2009
Media placement: Search - Google, Bing, Yahoo! - 01/09/2009
Media placement: TV - FX, CW, ABC,Comedy Central, Adult Swim, Oxygen, VH1, Bravo, NBC, Fox, TNT - 01/09/2009

Results and Effectiveness
Woody had one million fans in three weeks (twice the goal and one week early!) The “PartyMakers” embraced Woody and joined the Facebook conversation. There were over 500,000 interactions on Facebook and Woody had more fans than any other CDR – gaining 20 fans per second. The campaign generated a 33% increase in “Give Me More Stripes” loyalty program and created a platform with nearly a million fans that T.G.I. Friday’s and Woody can continue to dialogue with at no out-of-pocket media cost in the future. This first-ever brand success on Facebook was also highlighted in Adweek and Advertising Age.

Creative Execution
We created Woody – T.G.I. Friday’s ultimate fan – and provided an unbeatable offer (a free burger!) if you “fanned” him on Facebook before September 30. To connect with “PartyMakers” and drive diners into T.G.I. Friday’s, we selected media where “social currency” is discovered and discussed – all driving to Woody’s Facebook page featuring hilarious videos and commentary. We selected high impact TV programming due to the high social currency they provided. Season premieres and professional football provided an excellent platform for reaching the “PartyMaker.” Digital display and video focused on places where “PartyMakers” were pursuing their favourite subjects: TV, movies, music, news and online entertainment. Viral videos on Facebook and YouTube gave consumers humorous glimpses into Woody’s quest and interactive units let diners talk to Woody on the phone. As “PartyMakers” learned about the promotion, search placements made sure Woody was there to tell his story.

Insights, Strategy & the Idea
We discovered that diners select a casual dining restaurant (CDR) namely on the recommendation of a friend/co-worker combined with a compelling offer or discount. But they cannot be referred by just any friend; it must come from someone we identified as the “PartyMaker”. A “PartyMaker” is the most connected person you know – the social leaders who organises get-togethers with family, friends and co-workers. They use social networks to stay on top of their social lives and also to mobilise and organise their friends. Our goal was to move the conversation from “Let’s go to the restaurant down the block” to “Let’s go to a Friday’s” – bringing the focus back to the ‘fun’ that originally made T.G.I. Friday’s the place for friends and co-workers to meet. We did this by creating the ultimate “PartyMaker” who would show all the fun, great food (and deals!) T.G.I. Friday’s had to offer.