TGI Fridays – Digital & PR Campaign

The brief

The initial brief wants TGI Fridays™ to request that we communicate the menu with the 4 signature cocktails they prepared for the Carnival season through a digital campaign. An unforgettable experience for anyone who loves TGI Fridays™, in a fun and informative way. The goal of this campaign is to attract a new audience that is connected to and loves the 80s, but has not yet become a fan of TGI Fridays™. In other words, we aim to increase the number of customers at physical stores during this specific period compared to previous years, as well as to seek brand awareness.

The concept

We focused on digital content and Sponsored Ads for the “80’s Throwback Cocktails” campaign, creating an Instagram Contest with the “Add Yours” feature that allowed users to respond to other users’ stories by sharing photos related to the 80s. The campaign was accompanied by themed events that took place in stores in Athens and Thessaloniki, featuring the famous group Cult Battles, known for organizing the biggest 80s & 90s-themed parties in Europe.

The most epic action of the campaign is definitely the retro game that took center stage in the stores: the Rubik’s Cube. It provided customers with the opportunity to play, and the winners were rewarded with free cocktails from the 80’s Throwback Cocktails menu.

The campaign concluded with native advertising and was published on online media platforms, further promoting the themed events and generating interest from thousands of readers for everyone’s favorite decade.

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