Friendly's Mobile

THE CHALLENGE
Friendly's was hungry to endear its brand to a younger target audience. And in the summer of '07, they were also looking to grow their latte and chiller drink sales. So, how did Friendly's use viral marketing to pull the right customers into its stores?

THE SOLUTION
This program put the Friendly's brand squarely in the hands of customers, giving them the freedom to develop content for a new website. The brief? Create content about the Friendly's brand and how much you love it. This content could then be uploaded to the web, as well as from mobile phones. Mobile was used not only as a support element, but also as a key referral point, rewarding participants for getting their friends involved.

Integration was key, and this program used it all, from POP and radio, to TV and guerilla marketing tactics. And it worked!

R U READY?
If you'd like to get your mobile marketing program going immediately, click here.