1. TGI Friday's held its annual World Bartender Championship in 2010 and sought to elevate the profile and relevance of the event, especially among 20-somethings. 2. The strategy was to campaign for bartending to be recognized as an Olympic sport and launch contests and social media engagement to generate buzz around mixology and the competition. 3. The campaign achieved over 260 million media impressions, 30,000 petition signatures, and 105,000 consumer contest participants, raising the profile of the brand and bartending championship.

2. AGENDA
1. Overview
2. Goals
3. Objectives
4. Strategy
5. Tactics
6. Execution
7. Results
8. Social Content Strategy
9. Q & A
• A LOOK AT 2010 SEASON
• BUILDING TO AMBITION 2015

3. T.G.I. Friday’s
World Bartender
Championship (WBC)
The World Bartender Championship represents
Friday's®; longstanding heritage, knowledge,
expertise and innovation in the beverage
industry.

4. In 2010, we set out to take
Friday’s World Bartender
Championship property to
the next level, making it –
and Friday’s – more hip,
fun and relevant to the 20-
something audience.

5. Goals
• Take WBC property to the next level
• Increase consumer visibility
• Raise brand awareness
• Generate new revenue opportunities/
traffic

6. Objectives • Elevate T.G.I. Friday’s World Bartender
Championship property and gain
national media attention
• Re-position the 20-year-old competition
to be more hip, fun and relevant to the
20-something audience
• Drive traffic to restaurants while
maintaining the fun and irreverent
attitude of the brand

7. The Big Idea:
The Season • Develop a “Friday-ology” platform to make
WBC part of the consumer experience
• Recognize bartending as the next Olympic
sport
• Create relevant awareness and interest in
the elements of bartending and mixology
via a new WBC microsite

8. The Season:
Building It
• Laid the groundwork for refresh of
WBC including:
o New microsite
o Social Media: Facebook tab, Twitter
handle
o Messaging and materials for
Olympics push
o In field materials
o Video assets

9. Microsite

10. Social Media

11. Messages
• Internal Communication
• Olympic Messaging
• Media Training

12. The Season:
Going for the
Gold
• Petitioned IOC and weathered
their response
• Hit the streets with couponing
and petition signing
• Launched Favorite Bartender and
UGC contests
• Executed GMMS member,
partner and internal
communications

13. Olympic
Petition

14. Favorite
Bartender
Contest

15. User
Generated
Content
Contests

16. The Season:
Supporting
WBC
• Supported divisional with media
outreach and video development
• Pitched Brian Zachau and
finalists to national and local
media to promote Finals
• Developed all press materials
and coordinated with international
as appropriate
• Supported Finals onsite with
media

17. “T.G.I Friday’s just launched a
campaign to petition the International
Olympic Committee, demanding that
bartending be made the next official
Olympic sport. Though the idea
seems pretty wacky, it’s not
completely without precedent. Every
year the restaurant chain hosts the
World Bartender Championship . . .” –
Zagat

18. Reaching Our Goals
• More than 260M media impressions to date
• More than 30,000 petition signatures
• 105,000 participants in consumer focused
contests
• Consistent growth of Twitter followers month
over month of 30-50%
• Almost 300,000 page views to WorldBTC.com
• 137,000 Facebook impressions
• 5,000 coupons via Olympic Street Teams
• Ad reach 39k clicks
• 350 locations aired WBC’s in restaurant