Part of a social media-driven campaign, customer who purchase a burger from a participating TGI Fridays will be given a discount code they can share with their friends through their social networks. Adding an element of gamification, the discount code can only be used once, making it a race for anyone on your timeline.
The unique campaign is sure to create buzz around the restaurants burger menu, for which it is not well-known.
Other brands that offer customized digital rewards that can be shared with friends on social media include Uber and Ritual, a local food delivery app. The gamification aspect is not unrelated to the consumer desire for making even mundane tasks fun, while it also speaks to the desire for shareable content based on experiences.