• by Mark Walsh  @markfwal, June 8, 2011

Leading off the afternoon at OMMA video is a closer look at "Always Open," the branded content series launched earlier this year by restaurant chain Denny's in partnership with Ben Silverman's Electus and Jason Bateman's digital studio DumbDumb. All episodes take place in a live and working Denny's restaurant, where Dave Koechner of "Saturday Night Live" and "The Office" meets up with some of his comedic friends in three-minute interviews.

John Dillon, who leads marketing and product innovation at Denny's said the idea came about as an idea to try to make the restaurant more relevant to a younger demographic. Workng with Electus and DumbDumb, it landed on the concept of focusing on the intimate yet open atmosphere of a Denny's booth to launch an improvised interview show with Keochner hosting. Dillon said he was pleased with how people in the show "interacted' wit the food. But who picks up the check when the interview ends?