If you have seen the commercials, or engaged this promotion on Facebook, you already know the basis of the TGIF's promotion that was recently recapped in Brandweek "TGIF's Very Friendly Online Promotion" ..
"TGI Friday's found out this month when, after just six days of media support, its new marketing character, Woody, achieved a Facebook promotional goal expected to occur over almost 30 days. The momentum swell that initially buoyed the brand online, in fact, threatened to drag it down -- until some quick thinking helped save the day.
TGIF's enviable "problem" began with the creation of Woody, developed by its new agency, Publicis, New York (which worked with sibling Digitas on the campaign). Earlier this month, to prove his self-described "No. 1 fan" status, Woody needed to acquire 500,000 friends on Facebook by Sept. 30. Each friend would receive a coupon for a free Jack Daniel's burger or chicken sandwich in return.
After a soft launch on Sept. 2 and subsequent e-mail campaign, Woody picked up 80,000 friends-even before TV and digital banners were launched Sept. 7. Sunday, Sept. 13, Woody hit the 500,000 mark. "[It was] fascinating to watch this explode," said Rob Feakins, president, CCO, Publicis, New York, of the highly successful campaign."
So what did they do with over half of the month left and people starting to complain because they wanted in on the deal?...
"That same Sunday night it became clear that Woody's friends who joined after the 500,000 level was hit were unhappy they'd missed out on the promo. The negative chatter carried over into Monday. People voiced frustration about not getting a coupon; accused Woody of working for TGIF; and complained about the use of marketing ploys in social media. On Monday, Woody offered six free chicken wings during that night's Monday Night Football at participating TGIFs. Few were appeased.
On Tuesday, Woody hinted good news was in the works. Later that day, an online video was posted extending the promo to the first 1 million sign-ups"
So what about the lessons learned?
1) People will do some amazing things and become emotionally attached to a well-done campaign or offer
2) Take advantage of Social Media opportunities but be original. Don't think you can just copy this promotion and have the same result.
3) Be prepared to make changes in any campaign mid-stream, especially if you see this kind of engagement in your local market for a specific offer or campaign.
4) Be willing to know what to do with a promotion after it has ran the first campaign, be decisive in utilizing it going forward or moving onto something new. TGIF's doesn't know what to do with the character going forward. Maybe reaching out to these "fans" to ask what they would like the campaign "Woody" character to do next would yeild some direction.
5) Don't sit on your hands and wait for sales to drop off after the campaign, bring the creative team back together and keep yourself in front of the "fans"