Denny's has launched a groundbreaking new multi-media campaign for the Denny's Allnighter program, which caters to a younger late-night crowd looking for tasty, affordable food after a concert, movie or other late-night festivity in a cool dining atmosphere. Denny's new campaign targets late-night diners by featuring original content and leveraging a variety of social medial platforms, including a free downloadable iPhone application.
"The 'Creature Comforts' campaign is intended to introduce the relaxed, fun atmosphere of Denny's Allnighter to the young late-night diner," according to Mark Chmiel, chief marketing and innovation officer for Denny's. "Between 10 p.m. and 5 a.m., we've made the restaurant more accessible to the late-night diner, featuring share-able, affordable menu items, alternative music, and relaxed server uniforms. The irreverent, tongue-in-cheek content and the broad use of social media and mobile applications in the campaign are also designed to reach that specific audience."
The campaign features four buddies--Wade the T-Rex, Steve the Unicorn, Finn the Leprechaun, and Gary the Regular Guy--enjoying a Denny's late-night experience after the big show. The spots highlight the Allnighter "Good Friends, Good Value" message. It launched nationally May 11 with 30-second and 15-second television spots appearing in late-night programming on major television networks including NBC, Comedy Central, MTV, VH1 and Fuse.
Additionally, original Webisodes, featuring the four characters in various scenarios late-night at Denny's, will be hosted on comedy Web sites and the official Denny's Allnighter Web site, www.dennysallnighter.com. The interactive iPhone application, "Denny's Dance Allnighter," will also integrate the Webisodes during game play. Personalized character profile pages will appear on social networking sites, such as Facebook, MySpace, and Twitter. These elements of the campaign will be activated the week of May 25.
The iPhone application, "Denny's Dance Allnighter," will also be offered via iTunes and will allow users to compete as the characters, in a recreation of a popular dance videogame. Incorporating sound bites from the characters, Webisodes, and plugs for menu items on the Allnighter menu, the iPhone game will further the "Creature Comforts" message.
The Denny's Allnighter program reinforces Denny's 55-year heritage as the 24/7 destination for great food at a great value, and complements Denny's breakfast strategy. "The Allnighter program is reaching out to a new generation of late-night diners, who grew up in the fast-food universe," continues Chmiel. "We want them to know that Denny's delivers great affordable food in a relaxed comfortable atmosphere, at the times that fit their lifestyles."
The campaign elements were designed by FILTER Creative Group, which also created the original Denny's Allnighter Web site and online programs.
Allnighter Fun Facts
* The Denny's Allnighter program features fun and affordable menu choices, alternate music and a relaxed atmosphere - exclusively from 10 p.m. to 5 a.m.
* The Allnighter menu has a broad range of flavors, styles and food choices, offering affordable items like Basket of Pancake Puppies(TM) at $2.99 and the Smokin' Q Three Pack Mini Burgers.
* The Rockstar menu currently features The Hooburrito (Hoobastank), Plain White Shake (Plain White Ts), Melty Grilled Chicken and Sausage Quesadilla (Taking Back Sunday), Taking Back Bacon Burger Fries (Taking Back Sunday), and The Great Eggsteak (Boys Like Girls).
About Denny's
Denny's is one of America's largest full-service family restaurant chains, with more than 1,500 locations. For more than 50 years, Denny's has been serving up real breakfast 24/7. Home of the famous Grand Slam(R) breakfasts, Denny's provides a variety of flavorful food and beverage choices. For more information on Denny's, please visit www.dennys.com.
About Filter Creative Group
FILTER Creative Group is a fast-growing entertainment and lifestyle marketing company devoted to championing quality music, fashion, film, products, and services of substance. FILTER has implemented marketing campaigns for numerous major companies, including Toyota, Macys, Nike, Universal, Warner Brothers, Capitol Music Group, Interscope Records, Columbia Records, MTV, VH1, Comedy Central, Urban Outfitters, Ben Sherman, Landmark Theatres, VTech, Denny's and many others. For more information please visit www.filtercreativegroup.com