Denny’s Turns Hit Rap Song Into Effective Marketing Tool
Denny’s Restaurants might be striving to set a new standard for social media marketing – especially based on the high response rate of one of the company’s most recent tweets.
On Tuesday, the South Carolina-based family restaurant chain used a popular rap song as an effective social media marketing tool by slightly tweaking the song’s catchy hook to promote a menu item.
“Look at da flicka da grits”
look at da flicka da grits
— Denny’s (@DennysDiner) May 12, 2015
The original hook, “Look at da flicka da wrist” is from the popular song “Flicka da Wrist” by rapper Chedda da Connect. The hook has already gone viral by being used in numerous Vine videos.
However, Denny’s has officially taken the popularity of the song to a much higher level of exposure by using it on the company’s official social media profile in such a creative and effective way.
In less than 24 hours after it was first posted, Denny’s tweet has generated over 18,000 favorites and 24,000 retweets.
The tweet has received quite a few positive responses on Twitter since it was first posted.
Denny’s won with this: RT @DennysDiner: look at da flicka da grits
— Prince Ja (@RamsesJa) May 13, 2015
Denny’s won with this: RT @DennysDiner: look at da flicka da grits
— Prince Ja (@RamsesJa) May 13, 2015
WHO CONTROLS THIS ACCOUNT?! RT @DennysDiner: look at da flicka da grits
— Britney. (@oneBRITw0lfpack) May 12, 2015
On the other hand, Denny’s also received negative responses and backlash from the post through the same social media channel.
can you guys stop? you ain’t cool or hip and ya food is trash. RT @DrunkUncleP: Aight RT @DennysDiner: look at da flicka da grits
— M Soprano (@mjctical) May 12, 2015
Catering to the wrong demographic. Didn’t ya see the Red Lobster video? RT @DennysDiner look at da flicka da grits
— Old Spickory (@Hozay__) May 12, 2015
denny’s is trash and corporate accounts tweeting like people they would never hire is trash RT @DennysDiner: look at da flicka da grits
— Ahmed/TroyAve’s Bin (@big_business_) May 12, 2015
Modifying the catchy hook to a popular rap song is not the first time that Denny’s has used current events and pop culture to shine an effective spotlight on their menu items and overall service.
For instance: Last Saturday, the restaurant food chain modified the iconic cold opening line from Saturday Night Live (“Live from New York, it’s Saturday Night!”).
“live from chew fork! it’s saturday night diiiiiiine!” -a lonely man bellows from the corner of an empty diner, wholly pleased with himself.
— Denny’s (@DennysDiner) May 9, 2015
The Voice coach and Maroon 5 singer Adam Levine was recently attacked when someone decided to throw powdered sugar on him.
Adam Levine with powdered sugar #MMG pic.twitter.com/RPggIjwhgW
— Independent Grind (@IndieGrindDASH) May 12, 2015
Denny’s found a clever way to use the trending story for yet another marketing edge by paying attention to a delicious menu item that could have used the same powdered sugar instead.
powdered sugar is for french toast not throwing at celebrities, get it together people!
— Denny’s (@DennysDiner) May 7, 2015
On May 1, the day when the blockbuster hit Avengers: Age of Ultron was released in U.S. theaters, Denny’s posted an extensive list of food-related twists to Marvel hero names along with the hashtag #DinerHeroes, including:
- Napkin America
- Daredeviled Eggs
- Hambit
- The Incredible Yolk
- Toast Rider
- Waffle Iron Man
- Professor Eggsavier
- Hash Gordon
Denny’s could have simply used its official social media profile as an online billboard, solely posting commercials and advertisements. However, social media marketing studies have proven that is the wrong approach for any company to take overall.
Finding effective ways to engage and entertain prospective and existing customers (and followers) is the most effective approach. For instance, by changing one word of a popular rap hook, Denny’s was able to engage its own fans as well as fans of the rap song in one post.
[Image Credit: Urban Store & Augustine]
