The iAd campaign is a smart move on T.G.I Friday’s part. The company rolled out its mobile app in April and the iAd campaign is a great way to increase downloads.

“Advertising for app downloads is increasingly necessary if a brand wants to stand out on the crowded app store shelves,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

“And it can be very effective, especially if a brand pays for performance and puts the onus on the ad network to deliver results,” he said. “Using realtime device location-awareness, iAd can use location to deliver mobile ads to those in proximity to a TGI Friday’s location or other less-obvious real world trigger points.

“A softball field or a college campus near a restaurant location are good examples.”

Mr. Kerr is not affiliated with T.G.I Friday’s. He commented based on his expertise on the subject.

T.G.I Friday’s did not respond by press time.

Order up
The T.G.I Friday’s iAd campaign encourages consumers to download the free app.

When consumers tap on the mobile ad, a landing page expands where they can see how the Friday’s mobile app works, get wisdom from the Friday’s bartender and download the mobile app.

The mobile ad features a 45-second demo that educates consumers on the company’s mobile app where they can place their orders and pay for them using their smartphones.

What makes the ad interactive is the Bartender Wisdom aspect of it.

For example, when users tap on the tab, they can get some advice from a Friday’s bartender such as “Status updates don’t really give you any status,” “Was learning cursive really necessary?” “Part of a best friend’s job should be to immediately clear your computer history if you die” and “Nothing sucks more than that moment during an argument when you realize you’re wrong.”

The Bartender Wisdom tab makes the ad campaign light and fun and also features photos of the company’s menu items in the background – a nice promotional touch.

The iAd campaign is a great way to keep T.G.I Friday’s top of mind, as well as help the company reel in new customers.

Mobile ordering app
The T.G.I. Friday’s mobile app lets customers place an order and pay for it using their mobile devices.

The app was designed to enhance the experience for customers in the restaurant making it easy for them place an order and pay for it.

Additionally the app lets customers find the nearest location, browse menus and check out the company’s rewards program.

Mobile ordering apps will be a big deal going forward.

The apps present marketers and consumers with a great opportunity.

By incorporating mobile ordering apps into their marketing strategies, companies are letting customers bypass the long lines.

“Once the app is downloaded, Friday’s can deliver services that reside on the phone, that provide real value and engage Friday’s customers,” Mr. Kerr said. “The Friday’s app includes a mobile payment tool, in this case, that includes cool features like a tip calculator and a way to split a bill.

“Loyalty is the name of the game here, as customers can be rewarded with discounts and points for use, all applied to their ‘Tab,’” he said.

“Driving app downloads is a smart way to deliver a POS-integrated mobile payment tool, especially since Friday’s can reward consumers for trying it and learn about ways to engage via mobile commerce, as the space matures. Smart retailers and QSRs are exploring the mobile marketing + mobile commerce territory now, so they have a track record to build on.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York