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, and Increase sales during late-night hours.

 
IMG_1489.JPG

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.

Dennys_MG_8128 copy.jpg

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.