Denny’s, the diner-style
restaurant chain, is making its film debut in "Good Fortune," which arrives in movie theaters on Oct. 17.
Directed by Aziz Ansari, who stars with Seth Rogen and Keanu Reeves, the film
features Denny's in a key scene.
"Good Fortune" is about a caring but inept angel Gabriel (Reeves) who gets involved in the lives of a struggling worker (Ansari) and a rich venture capitalist
(Rogen).
More than a traditional product placement, Denny's just launched a campaign to promote its new online menu, hoping to boost digital sales and capitalize on its film visibility.
The movie-inspired menu includes a Good Fortune Burger and Budget Angel Chicken Nuggies.
“The choice of Denny’s for a
key scene in the movie was made by the writers. That’s what makes it so cool — it’s organic. Life’s moments happen in the booths of our restaurants, so we were thrilled to be
selected as the place where miracles happen in the film,” Ellie Doty, senior vice president/chief brand officer at Denny’s, told Agency Daily.
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The campaign, a
partnership between Denny’s in-house creative team, Lionsgate and Funday, runs across social, SMS, email and the internet.
It also includes a major late-night promotion — the Good
Fortune Burger is 50% off from 4 p.m. to 4 a.m. on Dennys.com. A Denny’s Rewards member
challenge and limited-edition merch drop augments the effort.