Case Study: Denny's All-Nighter
TARGET: 18-32, Male/Female
GOAL: Denny's and FILTER teamed up to create a music program targeting music fans to keep the night going.
PROGRAM: Bring customers back into Denny's late night from 10:00PM - 5:00AM. Increase sales for late night. Create a vibe for customers to continue their night of fun with friends and integrate popular music to launch initiatives to reach out to their target demographic.
Program includes creating a RockStar menu where artists create their own dish to appear on the late night Denny’s menu. Participating artists include Katy Perry (pictured), All American Rejects, Taking Back Sunday, Boys Like Girls, Hoobastank, Eagles of Death Metal and Plain White T’s.
RESULTS: Individual sales of the Denny's locations went up significantly. Fans associated the brand as positive and timely.
Denny's received promotions from the participating bands on their website and on site announcements at Warped Tour. Events created unique content for www.dennysallnighter.com which helped appeal to target demographic. Over 2 million views to website.