• Promo, Monday, April 9, 2007 12 PM

Denny's is running a new promotion in two markets--Austin and Syracuse--to motivate college students to visit its restaurants between 10 p.m. and 5 a.m. It's offering 18- to 24-year-olds a "Pick 3" appetizer promotion for $9.99 on weekdays; visitors who show a valid student ID on Saturday nights receive a 20% discount.

The company is sending out 10,000 direct-mail pieces to each market promoting its late-night menu and an exclusive online sweepstakes. Students can enter for a chance to win a $1,500 gift card for Dell and a $50 Denny's gift card. It will pick one winner from each market. It's also promoting the offers via an FSI and print ads in college newspapers and banner ads on Facebook.com.

The pilot program sets the stage for a larger rollout to other markets this fall, says Michael Polydoroff, director of sales promotions and licensing for Denny's. "Our approach was to take many different traditional and non-traditional marketing activities and try them all."

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