TGI Fridays™ Expands Digital Marketing Efforts to Enhance Interactions with Guests
In a move designed to offer its guests a more enhanced, robust and personalized experience both inside and outside of the restaurant, TGI Fridays™ has selected two new agencies – Made Movement (Made) and Meredith Xcelerated Marketing (MXM) – to manage all future digital marketing, e-mail and technology campaigns.
In a move designed to offer its guests a more enhanced, robust and personalized experience both inside and outside of the restaurant, TGI Fridays™ has selected two new agencies – Made Movement (Made) and Meredith Xcelerated Marketing (MXM) – to manage all future digital marketing, e-mail and technology campaigns.
Made Movement, a Boulder, Colo.-based agency, will become the company's new digital, creative & technology agency of record and will be responsible for driving all digital content and infrastructure as well as managing all of Fridays social channels.
MXM, a leading content-powered customer engagement agency based in New York, has been chosen as the company's consumer engagement agency of record and will manage all e-mail and mobile communications for the Fridays customer loyalty program, Give Me More Stripes®.
"In a digital landscape that has redefined the way consumers interact with brands, it's incumbent on us to engage our Guests on their terms vs. ours. The tactics we're using need to reflect that approach, and ideally resonate with our Guests on a personal level," said Brian Gies, chief marketing officer, TGI Fridays. "With these new strategic partnerships, our aim is to continue to refine our targeting while developing and delivering content consumers want, when and where they want it."
The selection of the two agencies is designed to offer guests more targeted and dynamic touch-points to connect with Fridays, through campaigns that will push the envelope in the casual dining space.
"We're taking a necessary and progressive step forward in the digital/technology space and our new strategic partners will help drive required innovation in our category," Gies added.
"TGI Fridays has been a social pioneer since well before there was an Internet," said Dave Schiff, partner and chief creative officer, Made. "With the digital tools available today, combined with the brand's ability to draw people together in its restaurants, we are excited to work with them to be at the forefront of the changing definition of social interaction."
"MXM is delighted to join TGI Fridays' team, and bring our world-class capabilities in email strategy and operations to drive significant advancements in engagement and participation," explained David Brown, executive vice president, MXM.
Made Movement, a Boulder, Colo.-based agency, will become the company's new digital, creative & technology agency of record and will be responsible for driving all digital content and infrastructure as well as managing all of Fridays social channels.
MXM, a leading content-powered customer engagement agency based in New York, has been chosen as the company's consumer engagement agency of record and will manage all e-mail and mobile communications for the Fridays customer loyalty program, Give Me More Stripes®.
"In a digital landscape that has redefined the way consumers interact with brands, it's incumbent on us to engage our Guests on their terms vs. ours. The tactics we're using need to reflect that approach, and ideally resonate with our Guests on a personal level," said Brian Gies, chief marketing officer, TGI Fridays. "With these new strategic partnerships, our aim is to continue to refine our targeting while developing and delivering content consumers want, when and where they want it."
The selection of the two agencies is designed to offer guests more targeted and dynamic touch-points to connect with Fridays, through campaigns that will push the envelope in the casual dining space.
"We're taking a necessary and progressive step forward in the digital/technology space and our new strategic partners will help drive required innovation in our category," Gies added.
"TGI Fridays has been a social pioneer since well before there was an Internet," said Dave Schiff, partner and chief creative officer, Made. "With the digital tools available today, combined with the brand's ability to draw people together in its restaurants, we are excited to work with them to be at the forefront of the changing definition of social interaction."
"MXM is delighted to join TGI Fridays' team, and bring our world-class capabilities in email strategy and operations to drive significant advancements in engagement and participation," explained David Brown, executive vice president, MXM.
