Meet Woody – the kind of smart but work-shy guy the target audience loves. Woody was placed at the heart of a multi-channel campaign (TV, Radio, OLA, Search, Live Events) with social media at the core (Facebook, Twitter, YouTube). Woody made a bet with TGI Friday’s: if he could get 500,000 fans on Facebook in 30 days, all registered fans could get a free burger.The campaign framework had a strong storyline but remained flexible to respond to consumer reaction. Channels included:- A dynamic Facebook experience with regular status posts, user-generated content responses, video posts, photo uploads and discussion thread posts.

-Interruptive, interactive rich-media banners.- A large web presence on relevant sites and product mentions on College Humor’s Hardly Working series and CBS Sports.com.- Live appearances across the country, where Woody posed for pictures with fans and tweeted every step of the way.

Woody reached 500k fans in 12 days and convinced TGI Friday’s to up the ante and give free burgers to everyone who became a registered fan by September 30th – all the way up to 1MM fans.Never before had a brand driven consumers to Facebook to fan a “character.” The fan base grew faster than any Brand Fan Page in Facebook history, far surpassing competitors:- Applebee’s – 93k fans- Chili’s – 169k fans- Olive Garden – 450k fans