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TGI Fridays X Coca-Cola Route 66 Romance – Experiential Activation

🚗💨 Love, Fries, and Movie Nights? We’re SO in. 🍿✨

When TGI Fridays & Coca-Cola came to us looking for a campaign that would make Valentine’s Day unforgettable, we knew exactly what to do…

Cue the Route 66 Romance Drive-In – a cinematic love letter to retro Americana, served up with a side of burgers, roller skates, and pure nostalgia.

The Creative Challenge

The brief was clear: make Valentine’s Day an event, not just another date night. TGI Fridays is all about bold flavours, big energy, and unforgettable moments – so a simple promotion wouldn’t cut it.

Our answer? A Route 66-style drive-in cinema. Classic romance, retro diner vibes, and a fully immersive experience that blended food, film, and nostalgia into one.

🚗 Think vintage Americana meets big-screen magic… in a TGI Fridays car park.

Execution and Solution

We transformed TGI Fridays’ car parks into full-blown drive-in cinemas, complete with:


🎬 Romantic cult classics (Grease & Pretty Woman, you get the vibe).
🍔 Diner-style carhop service, with TGI’s best dishes served on vintage trays.
🛼 Roller-skating servers in 1950s uniforms for the ultimate throwback touch.
📸 Retro photo booths for Insta-worthy moments.
🍹 Cocktail Love Bar, because no date night is complete without a cheeky drink.

And to maximise attention?


🔥 We teased the event across TikTok & Instagram.
🔥 Exclusive influencer & press nights created major FOMO before launch.
🔥 We made it ultra-shareable with themed backdrops, photo ops & branded overlays.

Results

We love a good stat (and boy, did this campaign deliver):

– 5000+ initial visitors to Eventbrite – sold out in 2 HOURS.

– 90 extra tickets added over an additional week– gone in 11 HOURS.

📲 TikTok – 425,179 organic views, 26,319 likes, 7,313 saves, 7,332 shares.

📲 Instagram – 172,072 organic views, 4,195 likes.

– Hundreds of cars passing by, stopping to check out it out and calling the site.

– Some great Press Coverage boosting ticket sales and highlighting TGI Fridays is back!

Let’s be real – great marketing isn’t just about ‘awareness’. It’s about creating moments people genuinely want to be part of.

And this one? An absolute banger.

Conclusion

Lesson of the day?

You can read all the reports, analyse all the stats, and debate all the ideas in the world…

But until you go for it, take the risk, and make the big idea happen, you’ll never truly know if it’ll resonate.

Stats tell you what should work.

But only action shows you what actually does.

At Hussel Marketing, we don’t just create campaigns. We create experiences.

Got a wild idea that needs bringing to life? Let’s make it happen. 🔥

Absolutely love working with Hussel. We have been working with Lewis and his team for a year now and he always goes above and beyond. He listens to what our priorities are, guides us to the best solution and adapts our plan with him to suit. His experience and knowledge is second to non and he always has our company’s best interest at heart. We feel like the Hussel team are an extension of our own and we are looking forward to the next chapter of working with them.
Katie Clay

Operations Director - Gamble FS

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

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