The CHALLENGE
Amplify the excitement of International Beer Day across 60+ TGI Fridays markets around the world in under 4 weeks.
The SOLUTION
Create a beer buzz. Make TGI Fridays the destination for beer lovers, beer makers and beertenders from around the globe to come together in celebration of International Beer Day. To do that, we started a conversation on social and created a space where #BeerLoversUnite around an authentic relationship with each other and the Fridays brand.
01 Pre-beer day teaser posts
We tapped into the passion around individual beer tastes to spark a beer lovers debate around the world.
02
Building Buzz. BEER LOVERS UNITE.
Starting early Friday morning, we got the Beer Lovers Unite community buzzing with sharable posts that capture the fun and fervor of International Beer Day at Fridays.
03
Carry on. THE DAY AFTER DRINKING.
The cure to any hangover is a little hair of the dog. So we kept the conversation going and the community thriving as we looked toward next year’s International Beer Day.
ENGAGEMENT AT THE LOCAL LEVEL
We empowered local Fridays markets with the tools and inspiration to engage in the fun. And engage they did. Cheers!
The RESULTS
In ONE WEEK, the Beer Lovers Unite at Fridays page had a social media presence in 17 markets and 31 different languages. By the end of the campaign, earned engagement reached 82.23%. We’re still buzzing over these results.
