• Brandweek, Monday, September 21, 2009 10:50 AM

Just six days after TGI Friday launched its new marketing character, Woody, with a Facebook promotion promising a free Jack Daniel's burger or chicken sandwich to his first 500,000 "friends," the goal was met, Noreen O'Leary reports. It hadn't expected to hit the mark for a month.

It quickly became clear that Woody's friends who joined after the 500,000 level was hit were unhappy they weren't getting a coupon for the freebie. Some people accused Woody, billed as the chain's "No. 1 fan," of working for TGIF; and complained about the use of marketing ploys in social media.

It took 80 e-mails and five conference calls between new agency, Publicis, New York, and TGIF, but in short order the contest was extended to the first one million friends, and the mob seems mollified. "It was interesting to see how quickly the page turned," says Rob Feakins, president, CCO at the agency. "With social media and advertising, we're at a collision point. You have zero control when things are good ... or when they go south."

But, O'Leary points out, Woody faces a challenge going forward as he attempts to create a long-term bond with fellow "fans" of the brand.

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