Industry News | July 8, 2008
Denny's Launches New "Vote for Real" Contest
Denny’s “America Votes for Real” contest encourages anyone who feels they look like, sound like, or just vaguely resemble the Arizona or Illinois senators running for U.S. President in 2008 to submit their best video impersonations online. Video submissions should feature the Denny’s “Real Breakfast” message and will be accepted from July 8 through July 31 at www.youtube.com/group/Vote4Real. Once the video is uploaded, consumers should fill out an entry form, including the video URL, online at http://www.vote4real.com.
“The Vote for Real contest is a natural extension of our campaign to encourage consumers to discern between the real breakfast experience of Denny’s versus pre-made, assembled food at fast-food stores,” says Elizabeth Geer, senior director, advertising and brand communications for Denny’s. “We look forward to seeing the creative and impassioned videos our fellow Americans have to offer.”
According to proprietary research, over 80 percent of consumers believe Denny’s offers a real breakfast compared to less than 30 percent of consumers associating real breakfast with fast food.
Vote for Real candidates will be evaluated based on appearance and mannerisms and must make an original speech about “real breakfast,” Denny’s full service, made-to-order, prepared fresh experience. Videos can be no longer than 30 seconds and must be in good fun, keeping in the spirit of a clean campaign. Videos attacking the candidates and/or their policies will be automatically disqualified.
The best three impersonators for each candidate (six total) will then join the Denny’s Vote for Real Ballot (www.vote4real.com), where they will face an online, public vote August 5 - 15 to be named the country’s best presidential poser.
The winners receive a perk that no president would veto: one meal at Denny’s per month until the next election in 2012, paid in Denny's gift cards.
Also available on www.vote4real.com is the opportunity to win a trip for two to Washington, D.C., in January 2009 to partake in the inauguration festivities of the new, real-life Commander-in-Chief.
The “Vote for Real” campaign is a component of Denny’s aggressive integrated communications campaign entitled “Don’t Fall for Fake.” Using a mixture of national broadcast advertising, diverse digital campaigns, public relations outreach, in-store merchandise, and guerrilla marketing efforts, this campaign targets men and women 25– 40.
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