T.G.I. Friday’s Pay It Forward
Quick View
- Created viral e-card loyalty campaign
- Over 250,000 cards sent by club members
- Outpaced previous conversion rate by 50%
Background
As one of the most recognizable brands in the casual dinning arena, T.G.I. Friday’s is constantly on the move and always looking for fun new ways to engage their loyal customers and drive them to their local Friday’s. Give Me More Stripes, Friday’s points-based loyalty club, is a key driver of predicable traffic to local restaurants.
The Need
In an effort to beat stellar year over year holiday restaurant traffic in December, T.G.I. Friday’s looked to us to help create a viral campaign geared towards Friday’s most loyal Give Me More Stripes members. Usually emailing a simple printable coupon with an offer, the Friday’s CRM group wanted to try something a bit more interactive to try to get some lift.
How We Helped
This campaign was betting on what we know about Friday’s loyalists: they’re social people who love to share good times and good things with friends. So we developed four beautiful and fun e-cards that our GMMS members could send to 5 friends at a time. Not only gorgeous and cheeky, these e-cards contained one of 4 variable offers, decided on by the sender, for everything from dollars off the bill at Friday’s to a free dessert.
Their reward for being so nice? 100 loyalty points for each 5 e-cards sent, plus a $5 off coupon. The recipients of this holiday goodness made out just as well with the offer contained in their e-card. And the best part? If recipients were not a Friday’s Give Me More Stripes Member, we gave them the opportunity to sign up at the tale end of the e-card flow in a simple 4 question form. Membership was nearly instant, and as a result, new members received their 100 loyalty points per 5 e-cards sent immediately!
The result? A conversion rate to GMMS membership that outpaced similar membership drives by 50% and over 250,000 e-cards sent.