Case study

Client


IMPACT

  • Generated 3.9 million impressions across Social Media in 5 days
  • Video on YouTube with over 120’000 views
  • 11% increase in Christmas bookings after the launch
  • Extensive traditional media coverage across national AND regional print, broadcast and online
  • Global social media coverage, featuring our YouTube video and driven by #mistletoedrone and #togethermas
  • The story went as far and wide globally as The David Letterman Show, Good Morning America and NBC News

Consumer & Brand
Social Media
Stunt
How to Make a Story Fly

Ahead of the busy Christmas 2014 period, national restaurant chain TGI Fridays wanted to be positioned as the best place in town for bringing people together for the Yuletide season – and ultimately increase team party bookings nationwide.

They asked us for an exciting news generation idea that would guarantee talkability, generate cut through during the Christmas season, and grab the attention of both media and guests – so we took a traditional festive favourite and mixed it with a current techy craze to create the UK’s first Mistletoe Drone, designed to hover around the restaurant and provide seasonal cheer for couples and wannabe couples. After all, what says #togethermas better than a kiss and cuddle under the mistletoe?

We held trials at the busy TGI Fridays Manchester Royal Exchange restaurant – complete with professional drone pilot – and videoed the results.

To support the campaign we conducted research into Brits kissing under the mistletoe (almost half hadn’t – who knew?).

And then we seeded the results with Manchester media, before taking it out across national print, broadcast and online press 24 hours later.

TGI Fridays - #Togethermas Mistletoe Drones

TGI Friday How To Make A Story Fly
TGI Friday How To Make A Story Fly
TGI Friday How To Make A Story Fly
“Our over-arching Christmas marketing campaign was #togethermas - and 3 Monkeys amplified this brilliantly with a mash up of something traditional with an emerging technology, to get our brand in front of literally MILLIONS of people.

“Not only was it a UK first, but it related back to our brand proposition and seasonal campaign. 3 Monkeys executed the idea exceptionally well, and the proof is in the number of pieces of coverage achieved.”
Rachel Waller, marketing manager, TGI Fridays