TGI Fridays desperately needed to become a relevant destination for Millennial and Gen Z consumers who, if even brand-aware, perceived it as their parents' restaurant.
They rethought their menu, revamped their interiors and overhauled the consumer experience, but needed to get the word out.
We created Tweets For Eats, a social-driven campaign that engaged these important audiences at music festivals, outdoor parks and street festivals around the country. With a custom-built Twitter Vending Machine filled with fun prizes, their social engagement skyrocketed. In addition to thousands of tweets, driving TGI Fridays to trend on Twitter, post-event research showed a 35% lift in the “brand for me” measurement amongst the key target.