Showcasing
Creative Solutions
www.dmnews.com | August.2012 | 33
International................... 35
Nailed It............................ 36
Q&A..................................... 37
Delivered........................... 37
Denny’s rewards loyal fans with free Grand
Slams for life, other tasty prizes
By Allison Schiff
The Data: Denny’s Foursquare-like mobile app, its
first, is free and available for iPhones and Android devices. Besides check-in features, the app also allows users to
view the new menu and nutritional information, locate
the nearest restaurant, and peruse the latest specials.
The Channel: The campaign leverages mobile, email,
and social elements. Denny’s also revamped its website
and optimized its mobile experience in conjunction with
the integrated campaign.
The Creative: Denny’s commissioned artwork from
Nashville-based Anderson Design Group for a series of
limited edition posters depicting American landscapes
in the style of vintage 1940s travel posters.
The Verdict: I applaud Denny’s for recognizing that
consumers aren’t going to download a mobile app unless
there’s something in it for them. But with the average
life expectancy being 78.1 years, and the Grand Slam
coming in at 795 calories, it just might be an app that
I could live without.
THIS MONTH’S VERDICT Margaret Johnson is executive crea- tive director and associate partner at Goodby, Silverstein & Partners in San Francisco. In her 14 years with the agency, she has worked on multiple high-profile accounts, including Bud- weiser, Hewlett-Packard, Nintendo, Nike, Yahoo, and Sonic.
Denny’s new menu invites
diners to taste regional
American cuisine through
a contest and mobile app
