While many marketers are obsessing about how to best reach millennials, Denny's is launching a campaign that targets the forgotten Gen X cohort.
Denny's has teamed up with Atari to release three of its classic games -- Centipede, Asteroids and Breakout -- on Denny's mobile app, but with a branded twist. Asteroids, for instance, will be called Hashteroids, in a nod to Denny's hash browns. In Asteroids, the object of the game is to destroy asteroids -- which are replaced by hash browns destroyed by shooting ketchup from a spaceship-shaped bottle. Centipede is renamed Centipup, an homage to Denny's pancakes, and Breakout is renamed Take-Out.
The campaign is for "Greatest Hits Remixed," a new limited-time menu featuring some of Denny's classics such as Moons Over My Hammy and the Grand Slam, though they are altered slightly. The Grand Slam meal will be "remixed" to the Red, White and Blue Slam, which includes pancakes with blueberries and a strawberry topping.