Denny’s
2019 Hungry for Education HBCU Tour:
A CASE STUDY
CASE STUDY
MRS developed and managed a six city, seven campus tour to increase brand awareness.
Denny’s wanted to create a college tour focused on Historically Black Colleges and Universities (HBCU) to increase brand awareness, improve the brand’s image through outreach, and increase sales through increased restaurant traffic, all while introducing attendees to the Denny’s Hungry for Education scholarship program.
The Solution: MRS developed the “Ultimate HBCU Experience” concept, blending together every aspect that makes the HBCU experience unique – marching bands and majorettes, dancers and cheerleaders, and pep rallies. The tour visited seven campuses throughout the country — Florida A&M, Clark Atlanta, South Carolina State, Claflin, Howard, Wilberforce, and Texas Southern.
MRS also planned and executed the tour’s experiential activations on each campus. To create a truly immersive experience, each tour stop activation began with attendees running through a Denny’s-branded tunnel with smoke/fog. They were then treated to a mini pep rally featuring the Denny’s Pancake mascot and the university marching bands and majorettes. Throughout the day, attendees had an opportunity to play games, visit Denny’s photo booth, and participate in spotlight (talent) competitions. An on-site DJ provided the music that created an energetic framework for each activation.
To expand the tour’s reach, MRS implemented a promotion and marketing campaign that included email and social media influencer marketing, resulting in more than 100,000 impressions over the course of the tour.
Overall, the tour yielded more than one million impressions.
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