Woody, a fictional 30-something slacker who still lives with his parents, already surpassed his goal of 500,000 fans by Sept. 30, totaling 566,804 at press time Monday, and the restaurant chain said everyone who became a fan will receive a free burger.
T.G.I. Friday’s also made its video ad content distributable via Woody’s page, as well as organizing real-world Woody meet-and-greets coordinated through Facebook’s events calendar, AdAge.com reports.
Craig Daitch, senior vice president of creative solutions for Measure2x and author of the DigitalNext post on AdAge.com, posed some questions about T.G.I. Friday’s use of Facebook for marketing:
The primary concern I have though is: What happens post-campaign? How often will Friday’s feel the need to have Woody reach out to me? Will he write on my Wall? Is the permissive nature of Facebook’s community going to tolerate it, or will this cause the same wear-out MySpace has recently endured?