TGI Fridays is Boosting Business Through Shareable Discounts
Rebecca Byers — July 3, 2015 — Marketing
References: bloomberg & brandeating
Part of a social media-driven campaign, customer who purchase a burger from a participating TGI Fridays will be given a discount code they can share with their friends through their social networks. Adding an element of gamification, the discount code can only be used once, making it a race for anyone on your timeline.
The unique campaign is sure to create buzz around the restaurants burger menu, for which it is not well-known.
Other brands that offer customized digital rewards that can be shared with friends on social media include Uber and Ritual, a local food delivery app. The gamification aspect is not unrelated to the consumer desire for making even mundane tasks fun, while it also speaks to the desire for shareable content based on experiences.
The unique campaign is sure to create buzz around the restaurants burger menu, for which it is not well-known.
Other brands that offer customized digital rewards that can be shared with friends on social media include Uber and Ritual, a local food delivery app. The gamification aspect is not unrelated to the consumer desire for making even mundane tasks fun, while it also speaks to the desire for shareable content based on experiences.
Trend Themes
1. Social Media-driven Shareable Discounts - TGI Fridays' campaign highlights the potential for brands to increase business through social media-driven shareable discounts.
2. Gamification of Promotion - The gamification aspect of TGI Fridays' campaign demonstrates the potential for businesses to use fun games and challenges in promotions.
3. Customized Digital Rewards - TGI Fridays, Uber, and Ritual demonstrate the potential for businesses to offer customized digital rewards that can be shared with friends on social media.
Industry Implications
1. Restaurant Industry - The success of TGI Fridays' campaign highlights the potential for restaurants to increase business through social media-driven promotions.
2. Ride-hailing Industry - Uber's customized digital rewards demonstrate the potential for ride-hailing companies to offer promotions that encourage social media sharing.
3. Food Delivery Industry - Ritual's customized rewards and gamification potential highlight the potential for food delivery companies to use fun and shareable promotions to increase business.
4.3
Score
Popularity
Activity
Freshness
