Applebee's Times Square Takeover

BACKGROUND

Applebee's launched it's new menu on May 13, 2015 with free food, live music and a social media takeover of 12 of the famed Times Square billboards. Applebee's Neighborhood Grill & Bar® invited guests across the country to sample and celebrate its new menu at a Times Square street party that included several surprise, special-guest performances.

Tagged tweets of guests who couldn't make it were broadcast on the billboards in Times Square - including ABC and Reuters - from 11am to 4pm on May 13. They can also be seen here.

Tiger Party utilized our customizable Moderation Tool to allow Applebee's to moderate incoming tweets and make it ready for public display. Participants could tweet about the event or post pictures of themselves enjoying the new meals. If the content was approved by moderators, users would see their photos and tweets on many of the signs throughout Times Square. It was truly a Times Square Takeover in that signs from as far north as 49th street to as south as 40th street featured Applebee's content, dynamic and event specific.

Key Considerations

  • Create a seamless process from moderating/filtering tweets to integration with Digital Signage  

  • Sync all signs to display content in alignment with event timing

  • Enhance communication capabilities between multiple digital signage systems

Deliverables

A customized social media campaign featuring moderated user-generated content for multiple Times Square Signs.

PRESS RELEASE BY APPLEBEE'S