TL;DR
Denny's sent a press release with tracked changes to draw attention to its $5.99 Super Slam value meal. The move was intentional and paid off, gathering attention and starting conversations.
IHOP isn’t the only brand that’s successfully pulled off a publicity stunt lately. As PR Week notes, Denny’s appeared to accidentally send out a press release that was filled with tracked changes. But the release was no accident — it was sent intentionally in order to draw attention to its $5.99 Super Slam value meal.
According to Denny’s, the move paid off. John Dillon, Denny’s SVP and CMO, said, “We got a couple [outlets asking,] ‘Did you mean to send this out?’ So it is gathering the attention we wanted and starting conversations.”
Dillon went on to add that the targeted viewer of this release was the press instead of consumers, and it was designed to match its social media messaging. On the same day, Denny’s rolled out a national TV spot to promote the deal and reach potential customers.
In this story
This story was originally published in 1851 Franchise on June 14, 2018. Burnaze summarizes and links to the original reporting.
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