As a global brand with over 1,000 locations serving a full complement of draft, craft and bottled beer, TGI Fridays™ is the perfect place to toast International Beer Day with great friends.

The CHALLENGE

Amplify the excitement of International Beer Day across 60+ Fridays markets around the world in under 4 weeks.

The SOLUTION

Create a beer buzz. Make 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.

01Pre-beer day teaser posts

We tapped into the passion around individual beer tastes to spark a beer lovers debate around the world.

02Building 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.

03Carry 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.

Mimi Keller director of international marketing
TGI Fridays™ International
“International Beer Day offered a perfect opportunity to leverage the Fridays brand across our worldwide franchise base. Agency Creative did a superb job leading the development of this global promotion. Their strategic insight and creative approach helped drive guest engagement and initiate social conversations beyond our expectations.”

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.

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