Anatomy of a cross-platform marketing campaign
This summer, TGI Fridays held its #LongestFriday social media campaign where it offered happy hour specials from open to close on June 23 in conjunction with the summer solstice. Through the campaign and the strategic online content behind it, VP of Digital and E-Commerce Caroline Masullo says the chain’s Facebook and Twitter audience grew by more than 100%. Masullo says these three factors helped make the campaign a success.
1. Invite people to RSVP
Along with posting content on its Facebook page teasing and promoting the event, TGI Fridays made its own Facebook event and encouraged its fans to RSVP online.
2. Sponsor a hashtag
To continue to build hype around the event and make sure that its content was getting seen, the chain created and sponsored the hashtag #LongestFriday as a trending topic on Twitter.
3. Partner with influencers
TGI Fridays partnered with influencers on Twitter who have amassed a large following online to post engaging content and encourage their follows to participate in the event. Masullo says Fridays also made sure that the influencers it chose fit with the chain’s image. “Partnering with influencers who had a genuine connection to the brand was essential in driving buzz and tapping into audiences
outside of our own social channels,” she says.