We created Woody to represent the TGi Friday's brand. Fun, social, quirky, Woody has a lot in common with our most valuable customers. He engaged TGi Friday's in a bet. If he captured a half-million Facebook fans, TGi Friday's would give each fan a voucher for a free hamburger. Word got out through online advertising, then television, and participation exploded immediately. As an insider, Woody let his fans in on special deals and parties at TGi Friday's while entertaining his fans with videos, guest appearances and ongoing friendly banter which ebbed and flowed in line with the conversation on his Facebook Page.

At its peak, Woody gained more than 20 fans per second (and thus 20 relationships). He reached his expanded goal of one million fans in only three weeks, and far surpassed any Facebook fan page in the CDR category. Woody’s fans embraced the experience with over 500,000 interactions and contributed to a 33% rise in membership of the TGi Friday's loyalty program. Most importantly, he drove hundreds of thousands of people into the restaurant to redeem a coupon and experience the brand.