Collide

Rock Star All-Nighter Menu

  • Rock Star All-Nighter Menu

Denny's

Rock Star All-Nighter Menu

Target:

Male and female, 18 – 32.

Goal:

  • Bring customers back into Denny’s late night, from 10:00 PM – 5:00 AM.
  • Increase sales during late night hours.

Program:

  • Integrate popular music to launch initiatives geared towards the target demographic.
  • Rock Star Menu Items – artists created their own dish, which appeared on a series of Denny’s Allnighter menus.
  • Artists included: Katy Perry, All American Rejects, Rascal Flatts, Eagles of Death Metal and Plain White T’s.

Results

  • Increased sales during late night hours.
  • Positive brand association among targeted demographic.
  • Millions of impressions on participating artists websites and social networks.
  • Unique and engaging content produced for DennysAllnighter.com
  • Over 2 million website views.
  • Plain White T’s milkshake, the Plain White Shake, won the Best Limited-Time Offer award from Menu Masters 2009.