TGI Fridays hopes to capitalize on “double digit sales growth” from last year by resurfacing its Endless Apps campaign.
The Endless Apps campaign involves all you can eat appetizers among a mix-and-match of nine items by poking fun at social experiment video, “Catcalling.” While “Catcalling” brought front and center attention to the objectification of women – “AppCalling” hopes to draw consumers to TGI Fridays restaurants by objectifying loaded potato skins and mozzarella sticks as they walk the streets of New York City. The all digital campaign, #AppCalling, hit the social stage with every intention NOT to be taken seriously. Repurposing the idea behind the social experiment video allows TGI Fridays to leverage existing assets and draw in a like-minded following, all in good fun. “We believe app-calling (not catcalling) food is a funny premise,” says Fridays’ Chief Marketing Officer – further advising that, “Please note that no apps were harmed as a result of this video.” Hungry or horrified?