LANCE FORD | Creative Director
DENNY’S SERVES UP EGGS, PANCAKES & QUIRKY CONTENT
THE
IDEA
Denny's is "America's Diner" and the brand is one that reflects the growing diversity of today's America, a place where people from all walks of life come together. To connect with this diverse customer base, Denny's knew it had to communicate with customers on their terms, and in a way that is relevant to each platform.
DENNY'S IS OPEN 24/7 ON TWITTER
The goal for the Denny's Twitter account was simple: don't sound like a brand Twitter account.
My team and I built a loyal fan base by operating the account like a regular user who cares about the same things they do-whether it be breakfast or memes. With a streamlined approval process we reacted in real-time just like our fellow Twitter users.
PANCAKES:
A SIMPLE DISTRACTION
Having some fun, we wanted to capitalize on everyone's collective feelings regarding the start of 2017. So, by tweeting a stack of our pancakes with the instructions 'zoom in on the syrup' we invited our followers to take a journey that would give them temporary solace from their 'existential dread'.
Amassing over 186K retweets, 298K likes and 30M impressions , social conversation about Denny's skyrocketed 534%. And within 24 hours it became the most successful brand tweet. OF. ALL. TIME!
WINNER
Best Brand Twitter, 2017
GOLD
Best Brand Twitter, 2018
SILVER &
AUDIENCE HONOR
Real-time Response, 2018
FINALIST
Best Writing (Denny's Twitter), 2018
FINALIST
Best Social Media Presence, 2018
FINALIST
Best Food/Drink Social, 2017
NOMINEE
Best Social Media Presence, 2015
SILVER
Golden iPancakes Tweet, 2014
FINALIST
Denny's Twitter, 2015
MERIT AWARD
Best Use of a Social Network - Twitter, 2014
DENNY'S IS TUMBLR'S DINER
Denny's main objective for Tumblr: just have fun.
Our strategy became one of brand affinity. Our Tumbir fans don't care to see ads, because frankly that's not why they're on Tumbir. They're there for goofy gifs, cheesy puns and all-around nutso playfulness. So, we played, with our own Denny's spin on it-coffee mug boots, a winking potato, memes and haikus... it's wacky and weird.
A true fandom was created, the first ever to happen to a brand on tumblr.
PANCAKES:
A SIMPLE DISTRACTION
Having some fun, we wanted to capitalize on everyone's collective feelings regarding the start of 2017. So, by tweeting a stack of our pancakes with the instructions 'zoom in on the syrup' we invited our followers to take a journey that would give them temporary solace from their 'existential dread'.
Amassing over 186K retweets, 298K likes and 30M impressions , social conversation about Denny's skyrocketed 534%. And within 24 hours it became the most successful brand tweet. OF. ALL. TIME!