Denny’s
2020 Virtual Commencement Celebration:
A CASE STUDY
CASE STUDY
MRS developed and managed a virtual celebration event to recognize Denny’s 2019 Hungry for Education scholarship winners and 2020 high school and college graduates.
In 2020, COVID-19 wreaked havoc on everyone. The pandemic claimed the lives of more than 100,000 people shuttering the economy, forcing millions into unemployment, and prematurely closing school systems from coast to coast. Many in-person graduation ceremonies were canceled and millions of high school and college graduates were deprived the opportunity to celebrate their end-of-year scholastic achievements — including 61 Denny’s Hungry for EducationTM (HFE) scholarship winners and nearly 500 2020 graduates who applied for the 2019 HFE scholarship program.
The absence of graduation ceremonies created a great sense of loss for the students and their families. Denny’s wanted to honor and celebrate their scholarship winners and seniors to reinforce its commitment to supporting and uplifting minority communities while sticking close to the core brand message of bringing communities together.
The Solution: MRS developed the concept for a pre-recorded digital event that built on Denny’s existing DEI strategy. The Denny’s 2020 HFE Virtual Commencement Celebration was designed to celebrate the accomplishments of senior 2019 HFE scholarship applicants and winners while also building brand awareness and driving restaurant traffic through the Denny’s on Demand mobile app.
MRS planned and managed the event from concept to execution. This included developing a top line messaging strategy, creating a unified message that was shared with other agencies, partners, and Denny’s executives. This also included copywriting and creative development for various digital marketing elements, contracting talent, as well as executive production and final editing. The replay of the event is currently hosted on dennyshungryforeducation.com and on Denny’s YouTube channel – as well as below.
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