Restaurant chain TGI Friday’s has launched its first ever location-based mobile ad campaign through 4th Screen Advertising, in partnership with Rippll.

The UK campaign which was conceived, planned and bought by Initiative, is dubbed ‘Make it a premiere night out’ and uses location-based technology and day-part targeting to reach the core TGI Friday’s audience at the right time and place. The campaign launched tomorrow and runs until 30 November, 2010.

The campaign will run across 4th Screens premium publisher engagement platform, Mpression, and will enable consumers with mobile internet-enabled handsets to view the ads and take advantage of promotional offers. Being time- and week-part targeted, the campaign will run from Monday to Thursday, during lunch and in the evening each week, and will promote offers in 46 TGI Friday’s restaurants throughout the UK. A range of dynamic mobile advertising creatives and promotional offers will be served throughout the duration of the two month campaign.

“Mobile has become an increasingly popular channel to communicate with consumers,” says TGI Friday’s marketing Manager, Alison Dilley. “Our objective with our ‘Make it a premiere night out’ campaign was to engage a broad range of consumers with a rich media, location-based mobile advertising campaign, to drive footfall into their local TGI Friday’s during the week.”