Denny’s didn’t have an awareness problem, brand love was lacking. So, we brought an idea that would really “stick” with consumers, influencers and media and firmly inject the brand into “cool” culture: shoes filled with what else but pancake syrup.
Sticky Kicks, the first-ever sneakers with real syrup inside, basically took over news and social media for about three weeks with of wall-to-wall media coverage in the likes of USA Today, Dexerto, Vice, Good Morning America First Look, CBS Mornings, NBC, and a bit during The Late Show with Stephen Colbert.
Media story shares, influencers, Reddit threads and fans drove a social media ripple speculating about and reacting to the design.
And that brand love? Yeah, it skyrocketed.
How did we make Denny’s the hottest name in footwear? We tapped the right partner to custom-make 30 pairs of shoes, and used them wisely. We engaged not another footwear brand but @Mache, a go-to footwear artist for athletes, influencers, plus the NFL, MLB, NBA, and WWE.
Then we slowly dripped the drop to maximize attention leading up to National Maple Syrup Day.
Social teaser posts drove speculation, and media poured in to see WTF was happening.
We revealed the shoes one week out, leveraging social media, media relations, and Denny’s swaggy assets to drive more chatter and sign-ups for the Denny’s Rewards program, as members would receive VIP access.
Naturally, the shoes sold out in ~ a minute and resold for upwards of $1,500. That’s when our organic influencer deliveries kicked in to drive conversations beyond launch day and sell-out.
Wall-to-wall media coverage and social conversations about Denny’s breakfast for three weeks…
