T.G.I. Friday’s Hypes End of the World Party Campaign

Based on our Twitter and Facebook news feeds, we know that everyone is laughing at those poor souls who really do believe that tonight marks the end of the world (as we know it). We feel fine, though, because we’ve caught wind, via Drew Kerr at the New York Observer, of campaigns from brands that unexpectedly used the coming apocalypse as an amusing promo opportunity–most prominently T.G.I. Friday’s.

The re-heated dinner chain’s press release is really something: As “a brand born to celebrate the end of the work week, Friday’s felt it had an obligation to pay attention to the prediction” and to celebrate the end of…well, everything. The brand is going all out with this campaign, holding special “Last Friday” celebrations complete with Mayan-themed décor and drinks in Miami, LA and other cities.

The accompanying video is also funny in a couple of ways:

  • We are genuinely shocked to learn that the CEO of T.G.I. Friday’s is British—he even uses the word “whilst!”
  • The idea of T.G.I. Friday’s throwing a party that will “Make the ancient Mayans wish they’d written a few more days into their calendar” so they could see the resulting pictures on Facebook is hilarious in itself. We don’t recall reading anything about Mayan illustrations of celebratory rituals involving strawberry daquiris or “Ultimate Margaritas.”

Will we eat at Friday’s tonight? No, because we’d rather be torn apart by horses or roasted on a grill than find ourselves anywhere near Times Square at this time of year. But we do have to applaud a great promo campaign. And we will say this: the end of the world is the only thing that would convince us to drink anything involving Friday’s custom margarita mix.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
Publish date: December 20, 2012 https://dev.adweek.com/digital/t-g-i-fridays-hypes-end-of-the-world-party-campaign/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT