American diner enlists the help of celebrities to create fun, candid videos on College Humor.com to appeal to a younger audience.
Denny’s branded entertainment ‘Always Open’ recently debuted its second season where comedian Dave Koechner candidly interviews Jessica Biel. These mini web series are no longer than four minutes and feature Koechner from Saturday Night Live interviewing celebrities unscripted. The only reference to Denny’s is that the host and the guest share a booth in the diner and the video ends with the company’s logo and its tagline, “America’s diner is always open.”
The videos are produced by DumbDumb and are uploaded on the Denny’s YouTube and Facebook page, as well as on CollegeHumor.com. The videos began appearing online in March 2011 and have been huge hit with the younger crowd – receiving more than six million views altogether.
The web series is just one way Denny’s hopes to appeal to consumers aged between 18 and 25. Frances Allen, Chief Marketing Officer at Denny’s commented:
We’re really tight with our targeting, and that is why we home in on CollegeHumor.com. [The series] communicates our brand message that diners are really welcoming places where everyone can come as they are.