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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“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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