Boomers may soon find new eating company at Denny's - the hipsters.
Denny's brand perception with the 50+ demo is still rock solid, but thanks to its new celebrity web series "Always Open," they have just caught the attention of a much younger audience with shows featuring Sarah Silverman and Jason Bateman.
Since the show's premiere at the beginning of the month, Denny's has seen its Impression score rise from 6.2 to 25.4. Even the 35 - 49 demo has been on an upswing recently with their Impression score going from a .09 on March 14th to their current 15.6. The over 50s scores remain solid throughout.
This latest "branded entertainment" segment is anything but tame. The series is hosted by actor David Koechner of Anchorman, SNL and The Office fame and he is smart and funny. The three-minute "anything goes" interview segments take place in a live, working Denny's restaurant but apart from the post-roll, there is no reference to the brand. Denny's just happens to be the setting for all the sharp wit and outrageous banter. Sarah Silverman's contribution included a couple of phrases never before heard in a QSR communication.
Denny's launched "Always Open" on March 9th in partnership with Will Arnett and Jason Bateman's digital content and production studio, DumbDumb and Ben Silverman's multimedia studio, Electus. "Always Open" is distributed across CollegeHumor.com, Denny's.com, DumbDumb.com, YouTube and Facebook.
