The “Build Your Own Pancakes Challenge” employed videos and trivia to drive consumers to build their own digital pancake creations, using a variety of toppings and mix-ins. Users could name their creations and share them via social channels.
The ultimate goal, of course, was to drive consumers to Denny's restaurants for the pancakes promotion, which ran for four weeks during the summer.
In addition to design submissions and other engagement metrics, the "challenge" campaign drove 26,000 store-locator searches.
John Dillon, VP, brand marketing and field marketing for Denny's Corp., said the company was "thrilled" with the campaign's engagement metrics.