Restaurant chain TGI Friday’s has rolled out its first location based, time targeted mobile advertising campaign called ‘Make it a premiere night out’, which is aiming to target users in specific areas at specific times to drive them into the chain’s restaurants.
Developed in partnership with agency Rippll, the UK based campaign uses the latest location based technology as well as day-part targeting to reach the core TGI Friday’s audience at the right time and place. The campaign will launch on Tuesday 28th September running until Tuesday 30th November 2010.
TGI Friday’s first location based mobile advertising campaign will run across 4th Screen Advertising’s premium publisher engagement platform Mpression, and will enable consumers with mobile internet enabled handsets to view the ads and take advantage of the promotional offers. Being time and week-part targeted the campaign will run from Monday through to Thursdays, during lunch and in the evening and will promote offers in 46 TGI Friday’s restaurants throughout the UK.
A range of dynamic mobile advertising creatives and promotional offers will be served throughout the duration of the two month campaign.
Alison Dilley, Marketing Manager at TGI Friday’s 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.”
Tim Scoffham, account director, 4th Screen Advertising said, “One of the key advantages of location based advertising is targeting users in a retail vicinity – They are in a more receptive mindset whilst browsing the mobile internet, to be served dynamic mobile advertising banners, promoting offers in local outlets, such as deals for drinks, lunch and dinner at TGI Friday’s restaurants throughout the UK. It is due to our partnership with Rippll that we are able to deliver the first location based advertising campaign for TGI Friday’s. Location based advertising delivered in this way ensures maximum reach and minimum waste for TGI Friday’s investment.”
Doug Chisholm, managing director, Rippll commented “I’m very pleased to see TGI taking advantage of the powerful location targeting that we deliver and am sure their business analysis will benefit from the in-depth reporting into location based performance metrics.”
Sally Lane, Digital Account Director, Initiative said: “This innovative, highly targeted mobile campaign allows us to use location based targeting to not only target consumers when they are near a TGI Friday’s restaurant but also when they are in close proximity to a cinema. This dual capability re-enforces the message that watching a film and enjoying a meal and cocktails at TGI Friday’s are synonymous with one another. This aligns perfectly with Initiative’s strategy of associating TGI Friday’s with a trip to the cinema in order to make it a ‘premiere night out’. Adding yet another layer of targeting, we can serve these ads only on entertainment sites on Mpression, thus ensuring we are capturing the user in a relevant mindset.”
