TGIF Woody Campaign Gets 1MM Fans.An innovative social media campaign that takes it out of the net and into their locations.
Concept: If Woody (TGI Fridays spokesperson - regular guy) gets 500K fans - Fridays gives all fans a free burger (must happen by 9/30). They hit that easily and set the bar to 1 million.
Fridays has created an interesting approach and character through this channel. Woody has several videos on Youtube, though most of the views come through other channels.
ROI: Breaking it down, Fridays has created a way for non-paying customers (free burger types) to potentially bring in the paying types (mom and dad or friends) to share in reaping their reward. TGI Fridays gets their communication channel to the 18 - 35 age group through the "Fan-ing" of Woody.
500K Fans > 50% redeem ($8.00 value) = $2MM
250K Reddem bring 1 person (meal + drink = $13 - $20) =$3.25MM - $5MM
250K Fans buy 1 drink or additional purchases ($2 -$10) = $500K - $2.5MM
Total Revenue - at least = $3.75MM - $7.5MM Conservatively.
In a short time Fridays managed to generate a great buzz, amass fans and drive traffic (I'm sure of it) to their locations.
Compare this to the 300K or so fans TGI Frdays has on their corporate site - and this is a measurable difference.
Get to TGIF Facebook Page here
See the engagement factor of the ad - you can see, Compared to Palm and others how much more engaging this was to the target audience.
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