Following the launch this month of its new Web series Always Open, the Denny’s restaurant chain has seen its image and awareness quotient rise significantly, especially among the coveted 18 to 34 year-old demographic.
Hosted by comedian and actor David Koechner, who’s appeared in numerous films and TV shows such as Anchorman, Reno 911, and Talladega Nights, the short-form talk show is shot in an actual Denny’s. In each episode, Koechner interviews a celebrity guest (e.g., Jason Bateman, Sarah Silverman) while eating breakfast at the 24-hour diner.
The interviews are genuinely entertaining, funny and irreverent—and they barely, if at all, mention Denny’s. The show is produced by DumbDumb, the production company run by Will Arnett and Jason Bateman.
Here’s episode two with guest Sarah Silverman.
Since the show’s premiere, Denny’s has seen its YouGov BrandIndex impressions score jump from 6.2 to 25.4 among 18 to 34 year-olds—higher than its score among those 50+, Denny’s more traditional demo.
With these kinds of results, we can expect to see more of these sponsored webisodes popping up all over the Internet in the coming months, and I think that’s a good thing. It should be fun to watch.
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