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Integrated Online Campaign: Restaurants/Fast Food: Digitas; T.G.I. Friday's, "Woody"

Digitas
T.G.I. Friday's, "Woody"

RESTAURANTS/FAST FOOD

Integrated Online Campaign: Restaurants/Fast Food: Digitas; T.G.I. Friday's,

"Woody," a smart but work-shy character, was created to persuade younger consumers to reappraise T.G.I. Friday's. Woody's bet with the chain: If he could get 500,000 brand Facebook fans in 30 days, all registrants could get a free burger. A highly interactive Facebook experience was supported by Twitter and YouTube, TV, radio, PLA, search, Woody's appearances at stores (hyped via tweets), rich-media banners and product mentions on targeted sites. The 500,000 goal was exceeded in 12 days, and the offer upped to a potential 1 million. In 30 days, the campaign netted 987,000 Facebook fans and 1,000+ Twitter followers, exceeding goals by nearly 100 percent.

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