MEET WOODY by Digitas Boston, Publicis Kaplan Thaler New York for T.G.I FRIDAY'S

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MEET WOODY

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Art Director Marcus White
Copywriter Sarah Toler
Agency Publicis Kaplan Thaler New York
Released September 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: T.G.I FRIDAY'S
Product/Service: RESTAURANT
Agency: DIGITAS
Agency: PUBLICIS NEW YORK
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.nycworkshowcase.com/shows/cannes%5F2010/pages/tgifMEDIA_B01.html
Executive Vice President/Executive Creative Director: Lincoln Bjorkman (Digitas)
Senior Vice President, Marketing: Todd Stanley (Digitas)
Vice President/Director, Marketing: Greg Fraser (Digitas)
Senior Associate, Marketing: Andrew Fink (Digitas)
Manager, Delivery Management: Julie Wald (Digitas)
Senior Associate, Delivery Management: Domarys Isaac (Digitas)
Vice President/Creative Director: Nick Barrios (Digitas)
Vice President/Group Creative Director: Atit Shah (Digitas)
Associate Director, Marketing: Jenn Bader (Digitas)
Senior Copywriter: Rey Martinez (Digitas)
Lead Creative: Jesse Suchmann (Digitas)
Copywriter: Sarah Toler (Digitas)
Art Director: Marcus White (Digitas)
Senior Art Director, Creative Technology: Baldur Helgason (Digitas)
Lead Creative, Creative Technology: James Sol (Digitas)
Lead Designer, Creative Technology: John Paul Stanisic (Digitas)
Lead Designer, Creative Technology: Brad Parker (Digitas)
Vice President/Director, Technology: Zaid Al Rashid (Digitas)
Motion Media Producer: David Shuff (Digitas)
Senior Copywriter: Bengt Asplund (Digitas)
Media placement: Digital - Website - Comingsoon.net - 8 September 2009
Media placement: Print - Magazine - People - 8 September 2009
Media placement: Digital - Website - TVGuide.com - 8 September 2009
Media placement: Digital - Website (Sports) - CBSSprts.com - 8 September 2009
Media placement: Digital - Video Webisode - FunnyOrDie.com - 8 September 2009
Media placement: Digital - Video Webisode - CollegeHumor.com - 8 September 2009
Media placement: Digital - Website - MSN.com - 8 September 2009
Media placement: Digital - Website (Music) - Last.fm - 8 September 2009
Media placement: Digital - Website (Social) - YouTube - 8 September 2009
Media placement: Digital - Website (Social) - Facebook - 8 September 2009

Results and Effectiveness
Woody reached 500k fans in 12 days and convinced TGI Friday’s to up the ante and give free burgers to everyone who became a registered fan by September 30th – all the way up to 1MM fans. Never before had a brand driven consumers to Facebook to fan a “character.” The fan base grew faster than any Brand Fan Page in Facebook history, far surpassing competitors: - Applebee’s – 93k fans - Chili’s – 169k fans - Olive Garden – 450k fans

Creative Execution

Meet Woody – the kind of smart but work-shy guy the target audience loves. Woody was placed at the heart of a multi-channel campaign (TV, Radio, OLA, Search, Live Events) with social media at the core (Facebook, Twitter, YouTube). Woody made a bet with TGI Friday’s: if he could get 500,000 fans on Facebook in 30 days, all registered fans could get a free burger. The campaign framework had a strong storyline but remained flexible to respond to consumer reaction. Channels included: - A dynamic Facebook experience with regular status posts, user-generated content responses, video posts, photo uploads and discussion thread posts. -Interruptive, interactive rich-media banners. - A large web presence on relevant sites and product mentions on College Humor’s Hardly Working series and CBS Sports.com. - Live appearances across the country, where Woody posed for pictures with fans and tweeted every step of the way.

Insights, Strategy & the Idea
TGI Friday's needed to re-energise their brand and drive customers to their restaurants. The challenge was to inspire reappraisal and trial among a young, socially influential audience. TGI Friday’s is a lively venue for a target audience who are massively active users of social media - especially Facebook - in the US. But this sought-after demographic also wants to know “what’s in it for us.” The goal was to create buzz around a scale-able, viral incentive program.