Objective:

In 2019, Denny’s set out with a goal to invite fans back into their booths for a great meal and even better conversation and what’s better than a chat with dad at Denny’s? To live up to that goal, while celebrating Father’s Day, Denny’s recreated the conversation of iconic duo DJ and Kingston Pryor, but this time at Denny’s.

The goal of this social video and execution was to capture the same magic moment these two shared at home, but now for a second time and the conversation would be held over a Denny’s Grand Slam and Jr. Grand Slam. In order to recreate this viral moment, Denny’s had to strike the timing just right and what better what to celebrate this father and son duo and moments that truly matter than on Father’s Day.

Strategy:

Leveraging social listening and a tuned-in community management team, we identified the trending moment quickly. Once aligned with a creative direction, we were able to connect with DJ Pryor’s management group, coordinate travel plans, shot and edited the final asset all within one week.

We then published the video in the early morning of Father’s Day, taking an intelligent risk that the content would get needed pick up throughout the day. We leveraged very little paid support to increase visibility as the organic lift was tremendous and needed almost no assistance.

Throughout the next few days, we nurtured conversation with custom Kingston GIFs on our owned content and across our communities, further increasing brand sentiment and content reach across Facebook, Instagram and Twitter.

Results:

On June 16, Denny’s recreated the viral video of father and son duo, DJ and Kingston Pryor, but this time in a Denny’s booth for a good meal and even better conversation. Denny’s fans expressed their overwhelming support over the heartwarming video. The content was shared organically on Denny’s Facebook, Instagram Stories, IGTV and Twitter. Across all channels, the content garnered over 14.7 million views, 611K likes, 25.4K comments and 155K total shares.* The sentiment was overwhelming positive with a strong increase in followers on Facebook and Twitter in June.

Denny’s Father’s Day video was also featured in more than 535 news features including the TODAY Show, CNN, USA Today, People and Delish.

*Results as of 8.2.19