Digiday

February 16, 2016

by Shareen Pathak

TGI Fridays' mention in 'Deadpool' was worth $785K in free Advertising -- and counting

The community manager at TGI Friday's apparently saw “Deadpool” this weekend.

The restaurant chain is pretty psyched about its mention in the Marvel movie, which opened last weekend and has already broken R-rated movie records with $135 million in domestic gross takings over the weekend. So psyched, in fact, that it has already tweeted about it four times in the last 24 hours. (Out of a total of seven tweets over that period.)

The endless apps emporium has reason to celebrate: That mention alone was worth $785,000 in free advertising for the chain through Monday, according to Joyce Julius and Associates, an independent company that evaluates corporate sponsorship and brand mentions. The company — which calculates the worth of a brand mention based on box office estimates and the cost to reach a similar audience via traditional advertising — said that the $785,000 figure will only increase over time. Eric Wright, president and executive director of research said that figure doesn't include exposure generated from social media, which also helps create the buzz...