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T.G.I. Friday’s rolls out new marketing campaign with mobile in mind

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January 17, 2013

T.G.I. Friday’s is aiming to bolster its mobile application usage by incorporating the medium into its new “Why Not” marketing campaign.

Through the initiative, the company is looking to drive brand awareness and get consumers excited about its many offerings. Recently, T.G.I. Friday’s rolled out a mobile application to better reach tech-savvy consumers.

“In the coming months, Friday’s will be using ‘Why not?’ as an instigator, encouraging guests to experience the freeing feeling of ‘Why not?’ through exciting events, new craveable menu items and scratch-made beverages made by the best bartenders in the world,” said Shannon Gewinner, vice president, brand marketing at  T.G.I. Friday’s.

“The new campaign compels guests to experience the freeing feeling of Friday by taking time to forego the ‘Better Nots’ of life – better not eat too much, better not order dessert, better not stay out late – in favor of the excitement of “Why Not” – take a long lunch, stay out late, hit the bar, make a big night of it or order a full rack of ribs. At the end of the day, ‘Why Not’ isn’t a question – it’s the answer that keeps our promise to every guest that In Here, It’s Always Friday,” she said.

New campaign
According to T.G.I. Friday’s, the new campaign embodies its “Better Not” – better not eat too much, better not order dessert, better not stay out late – to the excitement of “Why Not” – take a long lunch, stay out late, hit the bar, make a big night of it or order a full rack of ribs mission.

The new campaign includes TV spots, radio ads, social media engagement and integration into the company’s mobile app.

“Essentially, Friday’s is signing the permission slip for guests to let go, let loose and let ‘Why Not?’ win over ‘Better Not’ for a while – so word-of-mouth from liberated guests might just be a factor too,” Ms. Gewinner said.

Making it prevalent
It is important for marketers to incorporate mobile into their overall initiatives.

T.G.I. Friday’s has been ramping up its mobile efforts over the past year and is continuing to view the channel as a great way to drive user engagement.

“Since the launch of the T.G.I. Friday’s mobile app last year, Friday’s has continued to look for ways to make the Friday’s experience even more seamless, streamlined and enjoyable for guests – whether they are in the restaurant or on-the-go,” Ms. Gewinner said.

“Whether they’re looking for special drinks and menu promotions, the nearest Friday’s restaurant or want to learn more about the ‘Why Not’ campaign, the app extends the Friday’s experience in a way that is relevant to guests, and gives them quick access to information they want,” she said.

“Plus, guests can share that Friday’s experience and ‘Why Not’ feeling easily with their friends on social networks, hopefully spreading the freeing feeling of asking ‘Why Not’ in a ‘Better Not’ world.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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