Monday, February 9, 2009

Give Your Audience What They Want

Denny's is still mopping up the positive results from their integrated campaign anchored by the $5 million Super Bowl ad buy.

Check out the piece below - but recognize - spend $5 million, get tons of web traffic and most importantly yield over $50 million in free earned media, turn out tons of customers for the free breakfast (so what you make money on the drinks, other food ordered and the goodwill generated translates into future business - as long as those customers were properly served) and your franchisees are smiling from ear to ear.

The full piece is here but a portion is below.

Not surprisingly, the metrics are confirming that Denny's got a lot of attention with its Super Bowl commercial promoting a free Grand Slam Breakfast last Tuesday.

Denny's reported that its $3 million commercial drew two million people into its 1,600 outlets in North America and Puerto Rico. The total expense of $5 million for the promotion also yielded $50 million in news coverage, the restaurant chain estimated.

Online buzz was also intense. According to the Social Media Index (SMI) developed by social media services provider Vitrue, which measures the extent of online conversations about a brand in social networks, blogs, Twitter and video/photo sharing on a daily basis, Denny's SMI jumped from a pre-game 22 to 45.6 by last Wednesday. As of last Thursday, the gains were holding up, with an SMI of 44.1.

The words "Grand Slam Breakfast" also showed a big SMI leap, from under 1 to 3.03 as of Wednesday. As of Thursday, that SMI was at 2.64.

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