Denny's is teaming up with bowling centers across the country in a new promotion that rewards bowlers with free coupons.

The family dining chain has partnered with Strike Ten Entertainment to draw consumers to late night "glow" bowling, a new way of bowling that features black lights, disco balls and music.

Starting March 31, people who visit a participating center to glow bowl will receive a Denny's coupon for 20% off a meal. In addition, visitors can earn a free dessert voucher for winning onsite bowling contests.

In all, 2 million coupons will be distributed at Strike Ten bowling centers through May 6. A list of the 2,100 participating bowl centers is available at Bowl.com.

The promotion is part of Denny's three-year sponsorship of the Professional Bowlers Association. The chain is the title sponsor of the 2006-07 PBA Tour.

Denny's is targeting the late-night crowd, mostly 16-to-35 year olds through the promotion.

"We recognize our late-night crowd and our late-night business," said Michael Polydoroff Denny's director of sales promotion and licensing. "We're giving them a reason through some great offers to come and spend their 11^th frame at Denny's."

The promotion is timed to a Denny's new late-night offering, the Sweet & tangy BBQ Trio. The three dishes feature BBQ Shrimp, chicken strips or chicken wings tossed in a new sweet and tangy sauce served with celery sticks and ranch dressing.

Denny's ran a similar promotion last year targeting the daytime bowling crowd.

Online materials, glow-in-the-dark P-O-P and signage support the promotion. Publicis, Dallas, handles the campaign's creative.

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