How do you get a crap load of “fans” on Facebook fast? Give them free burgers. Duh. 

T.G.I. Friday’s wanted to re-energize their brand and grow their nearly non-exsistent online following, so we gave birth to a fictional character named Woody. A likeable, “can-do” kind of guy who makes an enormous bet with Fridays: if he can get 500,000 fans on Facebook in a month, everyone gets a free Burger from Friday’s. 

The multi-channel campaign (TV, radio, branded content, online advertising, search, and live events) was structured along a strong storyline tracking Woody’s bumpy road to 500,000 fan glory. With social media at the core, a vibrant conversation (with a ton of trolls) was started and allowed for lots of unexpected moments based on real-time consumer reaction. Our campaign goals were exceeded in just 12 days, ultimately reaching nearly a million in just 3 weeks. Woody’s Fan base grew faster than any Brand Fan Page in Facebook history.

CALL WOODY

To aid Woody on his quest, we created the perfect fan recruitment tool — a compatibility quiz no one could fail. As long as you liked burgers, you were compatible with Woody.

Using state-of-the-art technology, including voice recognition, simulated webcam footage, and real-time phone interaction, this innovative banner created the illusion of a one-on-one video chat with the man himself.

Woody’s offbeat humor combined with disruptive placements on like-minded sites, including Funny or Die and College Humor, helped earn this banner a coveted Nerd Oscar, (aka. Webby Award). 

GET BANNED FROM THE INTERNET

In an ad deemed too hot and ultimately banned from MSN, Woody was featured alfresco with another burger challenge that was too hard to resist. This one also won an award.

Give it a shot below