TGI Friday’s has launched its first ever location-based mobile ad campaign.
The campaign lets consumers with mobile internet-enabled handsets to view the ads and take advantage of promotional offers such as deals for drinks, lunch and dinner.
TGI Friday’s ads appear on the mobile platforms of Nuts, FHM/ZOO, Heat, Shazam, Global Radio and The Mirror if you are in the vicinity of one of its restaurants.
The TGI Friday’s mobile ad initiative launched on 28 September and is running through until 30 November as part of its “Make it a premiere night out” campaign.
Alison Dilley, TGI Friday’s marketing manager, said: “Mobile has become an increasingly popular channel to communicate with consumers.
“Our objective with our ‘Make it a premiere night out’ campaign was to engage a broad range of consumers with a rich media, location-based mobile advertising campaign, to drive footfall into their local TGI Friday’s during the week.”
The campaign was developed by TGI Friday’s media agency Initiative and uses 4th Screen’s publishing platform called Mpression.
Sally Lane, digital account director at Initiative, said: “Due to the fact that a high proportion of the TGI Friday’s restaurants are located next to a cinema, Initiative’s strategy for TGI Friday’s is to build association between the two.
“A ‘premiere night out’ is not just going out to watch a film, but also indulging in cocktails and a meal for the full premiere experience.”
