Why Denny’s Is #Winning Twitter

Today’s post is from Ypulse staffer Phil Savarese.

Last week, we spoke a little about how Denny’s mockingly jumped on the brandjacking bandwagon with a subtle yet funny tweet in response to the #mtvhack. That tweet was the tip of the Twitter iceberg: Denny’s has consistently been creating some great social media content and setting an example of how businesses should be interacting with their followers. In the spirit of the Serious Faux Pas series, we’ll take a look at how Denny’s is hitting their social media stride by not taking it all so seriously.

Denny’s has put its social media in the hands of ad agency Gotham Inc. Fast Company wrote: “Instead of its ‘social media best-practices strategy’—posting a formulaic mix of queued-up questions and product shots at scheduled times—it decided to play on Denny's atmosphere [and host conversations].” At the time of their brandjack tweet, twentysomething Gotham employee Arielle Calderon was in charge of tweeting on behalf of Denny’s. Millennials are digital natives fluent in the language of online communication. Given that the franchise is open 24 hours, Denny’s has been aggressively promoting late night dining for Millennials; and they know the best person to talk to twenty thousand twentysomethings on Twitter is a fellow twentysomething. Their followers certainly noticed the difference. For Denny’s, Twitter isn’t the place to get serious, it’s a place to have some fun. Here are some of the ways that Denny’s is #winning Twitter.

1. By staying playful on a personal level. Taking a look at Denny’s Twitter feed, many of their tweets are towards specific fans, responding to their posts about the restaurant. Others pose questions, and then later respond to the answers they get. Brands that are beginning to take advantage of the one-on-one…


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Millennial News Feed

Quote of the Day: “It wouldn’t be Thanksgiving without some family drama.” –Male, 23, MA

The Butterball Turkey Talk-Line has found their anthem, and it’s a Millennial hit. The brand has famously helped home cooks with their turkey efforts for 30 years, allowing anyone to call to get their bird questions answered. This year, the Butterball Twitter account is filled with references to Drake’s “Hotline Bling” and its viral video. Sample parody lyrics: "'You always call me on my landline, from the kitchen when you need my help." #TalkLineBling #HotlineBling’” (Digiday)

Though Black Friday mania is still high, there is a burgeoning backlash to the day, and according to Ypulse’s holiday shopping survey, 68% of 13-33-year-olds support companies that close their retail locations that day. E-tailer Everlane did shut down their site for two Black Fridays in protest of the commerce chaos, but this year the site will instead donate all its Black Friday profits to its factory workers to create a wellness program that includes free groceries, English lessons, and health care. The brand hopes to raise $100,000 in their Black Friday Fund. (Racked)

Millennials are growing up, and for many that means they’re starting to host their own Thanksgiving dinners—and they aren’t necessarily following every tradition. A Yahoo Food survey found that 44% of 18-34-year-olds say they’ll be serving ham instead of the traditional turkey, 10% are adding a meatless entrée to their feast, and Millennials are twice as a likely not to serve cranberry sauce, but more likely to deep fry or smoke their turkeys. (Washington Post)

It’s a struggle for a brand that only gets attention once a year, and Stove Top is ready for a stuffing revolution to reverse their fate. The brand has introduced a new campaign starring an “Artisanal Hipster Pilgrim,” a Millennial character who is out to convince everyone to eat stuffing all the time with lines like “I’m sorry, I just thought you might like to enjoy delicious things all the time instead of one day a year. My mistake.” The effort includes four comedic online videos and a hipster pilgrim Instagram. (Adweek)

Since more are hosting their own turkey day gatherings, Millennials are also spending more on Thanksgiving, with an Allrecipe survey reporting that 42% plan to spend more this year than they did in 2014. Vice president of consumer and brand strategy at Allrecipes explains, “’(Millennials) are more likely to be buying more artisan, local-crafted products. They pride themselves on being tastemakers and trendsetters.’” Millennials are also more likely to have multiple Thanksgiving dinners to attend…perhaps including a Friendsgiving or two. (Time)

Quote of the Day: “It wouldn’t be Thanksgiving without my cousins' annoying kids running in front of the TV.” –Male, 30, MA

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