• by Steve Ellwanger , December 2, 2021

Restaurant chain Denny’s is promoting its recent digital upgrades by transporting rewards program members into a real-life version of the upcoming “The Matrix Resurrections” movie.

Running through Jan. 4, a campaign titled “There’s A Glitch In The Matrix” is a reference to a “glitch” in the dystopian, simulated-reality world known as the Matrix, which Keanu Reeves visits for the fourth time in the Dec. 22 movie premiere.

The Denny's glitches include exclusive access to “The Matrix Resurrections” tickets, free menu items and delivery, one-cent beverages and personalized discounts via Dennys’ revamped website and app.

Partnering with Warner Brothers on “The Matrix Resurrections” is the latest movie engagement for Denny’s. Previous tie-ins included “Independence Day Resurgence” and “Solo: A Star Wars Story.”

According to Denny’s Executive Vice President and Chief Brand Officer John Dillon, the Matrix partnership seeks to go beyond “borrowed equity” to matching the overall feel and storyline of the movie with the chain’s brand objectives.

“In the Denny’s 15-second spot that launched with this partnership, there are some specific nods to the film itself which we believe will resonate well with fans of the series,” Dillon tells Marketing Daily.

“The Matrix activation amplifies our digital transformation in a relevant way to provide another avenue for us to tout the personalized benefits that millions of loyal and new guests across the country are receiving.”

In a Q3 earnings call last month, Denny’s CEO John Miller said the company’s digital transformation encompassed a revamped website, “a new, easy-to-use digital app with frictionless ordering and checkout, smart upsell and cross-sell capabilities, as well as personalized profiles and digital wallets for rewards.”

Since the digital relaunch in September, there have been “approximately 40,000 net new app downloads and approximately 100,000 net new rewards members.”