New Digital Campaign for TGI Fridays Builds Off of Hamilton's Success

Promotion hones in on social buzz

TGI Fridays is pushing hard to court millennials, including new store designs and drone tests.

Now, TGI Fridays is aiming to latch on to some of the buzz around Broadway's hit Hamilton with a series of spots that are part of its "largest digital and social push."

The campaign—created by Made Movement—features Alexander Hamilton, who has not only been part of the Hamilton craze, but has also been in the news for the decision to keep his image on the front of $10 bill (alongside women suffrage leaders on the backside of bills).

"When we were doing ad testing for another product promotion, the agency came back with the idea that everyone will talk about money in different denominations—what if we leverage Hamilton?" said Cindy Syracuse, vp of marketing activation at TGI Fridays.

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