• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Social Media Marketing

Denny’s ‘zoom in’ tweet is selling like hotcakes with more than 75K retweets, 100K likes & 5K new followers

Denny's tweet instructing followers to "zoom in on the syrup" has quickly become the brand's most popular tweet of all time.

Amy Gesenhues on March 2, 2017 at 12:30 pm
  • More


Denny’s has won Twitter once again with a tweet instructing followers to “zoom in on the syrup.”

Playing off the now popular ‘zoom in’ meme, the tweet includes an image of the brand’s iconic pancake stack and directs followers to zoom in on the photo, leading them on a tour around the image — from the syrup to each corner of the image, and then back to the butter.

At last check, the tweet has generated 1.6K replies, 84K retweets and 114K likes, making it Denny’s most popular tweet of all time less than 24 hours after being posted. (Prior to this tweet, Denny’s most popular tweet — a parody of the lyrics to Chedda Da’s “Flicka da Wrist” song — had earned 48K retweets and 41K likes.)

In addition to driving record engagement, a spokesperson for Denny’s says the brand has gained more than 5,000 new followers since posting the tweet — well-beyond the brand’s normal growth rate on Twitter.

zoom in on the syrup pic.twitter.com/omRBupjrXq

— Denny’s (@DennysDiner) March 1, 2017

“This was a great example of our social media team both clearly knowing our brand and closely paying attention to topics that are trending and gaining popularity with our guests and ​fans,” says Denny’s CMO John Dillon, who commented on the tweet over email. “When the team saw how people were reacting to the new ‘Zoom In’ meme, they quickly drafted a version that fit the Denny’s voice, but in a way that stayed true to the actual meme.”

Dillon says his brand’s goal is to make sure that the conversations happening in Denny’s restaurant booths are also happening within Denny’s digital arenas.

“That’s the goal of our entire team. And I’d say it’s clearly working,” says Dillon, “There are now plenty of great conversations on the Denny’s ‘Zoom Tweet’ now happening in both the digital space AND in our restaurants across the country.”

Dillon is right, as evidenced with replies like this, the brand is meeting its social goals:

This made me laugh. Loudly. https://t.co/4j27jpHw1i

— Chelsea Clinton (@ChelseaClinton) March 2, 2017

@DennysDiner The only thing better than this tweet would be if you knocked on my door with a stack of pancakes. Thanks for the distraction!

— Tracy Maher (@tracym) March 2, 2017

Denny’s CMO credits both his in-house marketing team and agency with keeping the brand’s social content relevant.

“We have an outstanding​ social team, that includes members of our marketing team along with strategists​, writers and designers at our agency partner, Erwin Penland, th​at, just like the Denny’s brand, ​are ‘always on’ — looking for trending stories, pop culture moments​ or popular memes that allow us to join in on conversations people across America may be having.”

We won’t spoil the fun of the tweet, but here’s the photo if you want to ‘zoom in on the syrup’ and see where it leads you:


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

BrandingChannel: Social Media MarketingSocial Media MarketingTwitterTwitter: Accounts & ProfilesTwitter: AdvertisingTwitter: Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok