What do diner booths and the Internet have in common? It's not cat videos or awkward family photos. Diner booths and the Internet are where great conversations happen, and both are always open 24/7. But how can a successful, classic brand break into the social media world? We started by winning the hearts and stomachs of customers everywhere. First, we grabbed conversations happening naturally in diners and brought them outside the booth. Then we started creating content, not the way brands normally do it, but the way our target does it. With wit and pop culture references. With weirdness and mind-bending gifs. We put a Denny's spin on what people are talking about and respond to events in real time just like our fans do. We made people laugh, and we definitely made them hungry. We were one of the first brands to embrace our audiences' slang funny ways. The Wall Street Journal recognized our 40K retweet-snagging, "Hash browns on fleek" post as a breakthrough moment for brands on Twitter. Several competitors jumped on the bandwagon and posted the identical tweet months later.