Finally! A marketing campaign that’s eschewed industry obsession with shiny new objects (Millennials) and acknowledged that older demos (in this case, Gen Xers) still exist and matter.
In a campaign created by Erwin Penland, Denny’s has partnered with Atari to tie its menu items to three classic Atari games: Centipede, Asteroids and Breakout. These games have been re-imagined for the Denny’s mobile app, available on both iPhone and Android.
Each of the three games has had Denny’s menu elements baked in. Hashteroids is the new Asteroids and is a nod to Denny’s hash browns. Players shoot “hashteroids” from a spaceship shaped like a ketchup bottle.
Centipede has become Centipup and involves the squirting of pancake syrup to turn things into fried eggs.
Breakout has become Take-Out, which requires the player to crash through a wall of Denny’s breakfast items so take out orders can be properly delivered.
“We are excited to be partnering with Denny’s on this partnership,” said Atari CEO Fred Chesnais. “Transforming our classic and beloved games into a retro, remixed promotion will be a natural way to expose our brand to a new generation and resonate with our long-time fans in a fun and unique way.”
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