We’re pretty sure everyone has experienced Denny’s at one point in their life – whether it be as an overwhelmed kid whose parents sold it as a treat, or as an overzealous university student devouring pancakes at 3am, Denny’s is Denny’s.
No matter how you feel about Denny’s, make no mistake, they are one of the most innovative brands in the world when it comes to digital marketing. Planned to look effortlessly disorganised, Denny’s social media is, in one word: different. Almost always without a censor, the diner will say anything – regarding pancakes or not.
Their biggest innovative step? Tumblr.
Yes, Tumblr – the platform filled with One Direction fans and 16-year-old comedians.
Denny’s understands their market, and balance brilliantly on the fine line between trying to be relatable to teens and ACTUALLY being relatable to teens – they know who’s the decision maker in the dining-at-Denny’s situation and they’re talking directly to them. They say they’re recreating the chat that occurs between customers in a Denny’s booth, and although a wee bit strange, it’s pretty darn accurate.
Tumblr allows them almost-exclusive access to their demographic – access which they’ve been smart enough to capitalise on, translating it across platforms. Denny’s is everywhere online, each platform sharing same-same-but-different content that resonates.
Case in point:
With over 900 million social impressions and 15 million engagements in the period of 2013-2014, Denny’s goes to prove the importance of understanding your audience and taking risks.
So the lesson for the day? Let’s all be a little bit more like Denny’s