SPARTANBURG, SC: After the success of its Superbowl Grand Slam Giveaway, which more than 2 million took advantage of, Denny's introduced another giveaway promotion for its new Grand Slamwich.
Denny's CEO Nelson Marchioli noted that the February giveaway “frankly changed the way this brand is perceived,” and the new "Come Back to Give Back" promotion continues that brand evolution. It also introduced a friendly “pay-it-forward” message that allowed any customer who purchased a Grand Slam Breakfast from 6am to 2pm on April 8 to receive a new Grand Slamwich for their guest.
"We wanted to give Americans the opportunity to do something for someone else, one-on-one," Marchioli said.
Marchioli said the giveaway also offered Denny's a chance to increase the use of PR in its marketing mix, a goal the chain has had since Hill & Knowlton/Samcor in Miami became AOR in the summer of 2008.
"All we really did with PR was deal with crisis," Marchioli said. "We needed to have an integrated strategy and this particular promotion plays off of that."
Denny's announced the promotion on April 1, after the campaign gave exclusives to The Wall Street Journal and CBS Evening News with Katie Couric, said Cori Rice, president of Hill & Knowlton/Samcor. Marchioli and CMO Mark Chmiel did interviews and a radio tour leading up to April 8.
During the event, Denny's had photographers and video crews on hand to take photographs and film b-roll, which was made available to the media.
"Newly created Facebook and Twitter accounts have both been interacting with fans, gaining followers, and getting them excited," Rice said. Working with Los Angeles-based interactive agency Filter, the campaign also has a Flickr page and a contest with music Web site Lala.com.