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

WOODY

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Industry Restaurants, Pubs & Bars
Media Promo & PR
Market United States
Agency Digitas New York
Executive Creative Director Lincoln Bjorkman
Art Director Marcus White
Agency Publicis Kaplan Thaler New York
Director Sean Ehringer
Executive Creative Director Simeon Roane
Creative Director Nick Barrios
Art Director Mary Anne Infante
Copywriter Sarah Toler
Strategic Planner Michael Doody
Released August 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: T.G.I. FRIDAY'S
Product/Service: RESTAURANT
Agency: PUBLICIS NEW YORK
Agency: DIGITAS
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: PUBLICIS NEW YORK, USA
Chief Creative Officer: Rob Feakins (Publicis New York)
Executive Creative Director: Simeon Roane (Publicis New York)
Art Director: Mary Anne Infante (Publicis New York)
Writer: Erica Roberts (Publicis New York)
Executive Producer: Nadia Blake (Publicis New York)
Agency Producer: Tim Bierbaum (Publicis New York)
Strategic Planner: Michael Doody (Publicis New York)
Group Account Director: Nick Holzwarth (Publicis New York)
Management Supervisor: Michelle Naklicki (Publicis New York)
Director of Project Management: Megan Reilly (Publicis New York)
Executive Creative Director: Lincoln Bjorkman (Digitas)
Senior Vice President, Marketing: Todd Stanley (Digitas)
Director, Marketing: Greg Fraser (Digitas)
Senior Associate, Marketing: Andrew Fink (Digitas)
Manager, Delivery Management: Julie Wald (Digitas)
Senior Associate, Delivery Management: Domarys Isaac (Digitas)
Creative Director: Nick Barrios (Digitas)
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)
Leas Creative, Creative Technology: James Sol (Digitas)
Lead Designer, Creative Technology: John paul STanisic (Digitas)
Lead Designer, Creative Technology: Brad Parker (Digitas)
Director, Technology: Zaid Al Rashid (Digitas)
Motion Media Producer: David Shuff (Digitas)
Senior Copywriter: Bengt Asplund (Digitas)
Production Company: Tool Of North America
Director: Sean Ehringer (Tool of North America)
Production Company: Oddcast
Media placement: Facebook Page Launch - Facebook - 26 August 2009
Media placement: Launch 3 Webisodes: Getting Ready, Cranky Guy, Eat Me - Facebook - 31 August 2009
Media placement: Facebook Engagement Ads Launch - Yahoo, Google, Bing - 1 September 2009
Media placement: TVC Launch - NBC, CW. MTV, Adult Swim, SPIKE, Comedy Central - 8 September 2009
Media placement: Standard Banners Launch - Crave, CollegeHumor, Last.fm, People. Com,tremor Media, Funny Or Die, CBS Sports - 8 September 2009
Media placement: Rich Media Launch; De-Burger & Compatibility Call - Funny Or Die.com - 8 September 2009
Media placement: Launch Pit Stop Webisode - Facebook - 11 September 2009
Media placement: Launch Free Stuff Webisode - Facebook - 14 September 2009

Describe the objective of the promotion.
In tough times, this category drives traffic by lowering prices, and cost-conscious consumers react by following the best or latest deal. Our objective was to break this behaviour by using a promotional offer to drive guests into TGi Friday's and provide the means necessary to continue a relationship with the guest after the offer was redeemed. While the category sought a better promotional price, we sought a promotion that could become a relationship.

Describe how the promotion developed from concept to implementation
We created Woody to represent the TGi Friday's brand. Fun, social, quirky, Woody has a lot in common with our most valuable customers. He engaged TGi Friday's in a bet. If he captured a half-million Facebook fans, TGi Friday's would give each fan a voucher for a free hamburger. Word got out through online advertising, then television, and participation exploded immediately. As an insider, Woody let his fans in on special deals and parties at TGi Friday's while entertaining his fans with videos, guest appearances and ongoing friendly banter which ebbed and flowed in line with the conversation on his Facebook Page.

Describe the success of the promotion with both client and consumer including some quantifiable results
At its peak, Woody gained more than 20 fans per second (and thus 20 relationships). He reached his expanded goal of one million fans in only three weeks, and far surpassed any Facebook fan page in the CDR category. Woody’s fans embraced the experience with over 500,000 interactions and contributed to a 33% rise in membership of the TGi Friday's loyalty programme. Most importantly, he drove hundreds of thousands of people into the restaurant to redeem a coupon and experience the brand.

Explain why the method of promotion was most relevant to the product or service
People visit TGi Friday's to connect and socialise, and for this reason, social media was our foundation. TGi Friday's became the first brand to use television ads to drive fans to Facebook which allowed our guests to connect and socialise with the brand and each other. Once the promotion was over, we could continue the relationships with these fans both through the Facebook page and via captured email addresses. Once Woody hit his goal, we were able to drive our fans into TGi Friday's to experience the brand via a free burger give away! Thus, we created a new experience along with store traffic.