Apr 9, 2007 6:05 AM, PROMO Xtra, By Amy Johannes

Denny's is targeting the college crowd with late-night specials and promotions

Denny’s is testing a new campaign targeting the college crowd to promote its late-night menu and service.

The casual dining chain is running a new promotion in two markets, Austin, TX, and Syracuse, NY, to motivate college students to visit its restaurants between 10 p.m. and 5 a.m. The pilot program sets the stage for a larger rollout to other markets this fall.

“One of our missions for 2007 is to treat each day-part as a specific business,” said Michael Polydoroff, director of sales promotions and licensing for Denny’s. “Late-night is one. We wanted to create a marketing and promotions program that targets what we know are our predominate late-night visitors—college kids.”

Denny’s is luring 18- to 24-year-olds with a “Pick 3” appetizer promotion for $9.99 on weekdays. And on Saturday nights, visitors who show a valid student ID will receive a 20% discount off their bill.

In addition, the company is sending out 10,000 direct mail pieces to each market promoting its late-night menu fare and an exclusive online sweepstakes. Students can enter for a chance to win a $1,500 gift card for Dell and a $50 Denny’s gift card.

The company will pick one winner from each market.

Denny’s is also tapping text savvy students by printing a promotional code in the direct mail pieces and in college newspaper ads. Consumers text the word “DENNYS” to the code to receive a mobile coupon for a free Dr Pepper beverage. Customers show their cell phones with the offer at the register to redeem the coupon.

The campaign runs through May 6.

“Our approach was to take many different traditional and non-traditional marketing activities and try them all,” Polydoroff said.

Denny’s selected Austin and Syracuse as test markets because of the large college crowd that nearby universities draw. The company also operates a total of 15 restaurants in both markets.

To create more of a student-friendly environment, Denny’s servers will dress in T-shirts and jeans and restaurants will play current pop music.

Beyond direct mail, the company is promoting the offers via an FSI and print ads running in college newspapers, and banner ads on Facebook.com. The FSI in Austin will feature two coupon offers during the four-week promotion.

“We are testing different things in different markets to see what works,” Polydoroff said.

For more coverage on games, contests & sweepstakes

For more coverage on interactive marketing

For more coverage on coupons

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info