Denny's gets into gaming with presence on multiplayer platforms

Over the past few years, Denny's has begun a digital transformation in attempt to become more costumer-centric and to attract younger consumers. In support of its transformation, Denny's has leveraged unique and engaging digital marketing efforts. In April 2020, Denny's took its digital engagement to the next level by meeting the target customer where he/she is at and joining the gaming universe. Denny's created a gamer account, Dennys247, on Nintendo's Switch, Microsoft's Xbox and Sony's PS4 where the company played games with customers while offering discounts for food ordered through its On-Demand platform, a key sales driver (this channel's importance accelerated during the pandemic as in-person dining options became restricted/limited).

Denny’s gaming initiative was an immediate hit. Within 20 hours, Denny's reached its friend limit on Nintendo and saw a 26% engagement rate on Instagram with more than 81,000 impressions on total engagements of almost 20,000. Also, on Twitter, Denny's experienced a 15% engagement rate with about 154,000 impressions and total engagements of more than 23,000. This interactive gaming experience resonated well with customers and attracted immediate attention driving increased brand heat.

As evidenced by this use-case, Denny's digital marketing efforts have the potential to considerably increase the company's traction and relevancy with younger diners- accelerating strategic goals.

Article of reference: https://www.marketingdive.com/news/dennys-gets-into-gaming-with-presence-on-multiplayer-platforms/576590/