Following a multi-pronged initiative last year that tied into the first film in the trilogy, the restaurant chain has now rolled out an even more ambitious series of promotions around Hobbit-themed menu items linked to the second movie, "The Hobbit: The Desolation of Smaug."
Denny's renewed its partnership with Warner Bros. Pictures for the latest movie, which is a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures. The movie is scheduled to hit theaters on Dec. 13.
For starters, Denny's is running a "Search for Middle-earth's Greatest Fan" video contest, to be judged by Peter Jackson, the famed, Academy Award-winning creator/director of both the "Hobbit" and the "Lord of the Rings" trilogies.
Fans are being invited to visit dennysfanquest.com and upload a one-minute video demonstrating why they should be named Middle-earth’s greatest fan. The grand-prize winner, chosen by Jackson, will receive a trip for two to attend the film’s world premiere screening. Four runners-up will receive free Denny’s Grand Slam’s for a year.
Denny's will introduce new, limited-time menu items inspired by the latest "Hobbit" movie starting Nov. 5.
Denny’s will also give guests a sneak peak at the making of the brand's film-themed TV spot.
The chain also engaged "Hobbit" movie-oriented blogs and other media by asking them to be on an "advisory board" tied to this second installment in the trilogy. Board members were asked to provide feedback on some creative elements of the Denny's campaign.
“Working closely with ‘The Advisory Board’ has provided us with genuine feedback and insights on many elements of the campaign, ensuring that we give both Hobbit fans and our diners a truly authentic experience,” said Frances Allen, chief brand officer of Denny’s Corp.