MIKE LEAR

How do you create the biggest partnership in the history of Denny's? You call Disney.

We worked with Disney and Lucasfilm to create an integrated content campaign for Denny's, centered around SOLO: A Star Wars Story. We were fortunate to work with the crew and cast from the original film. A fairly surreal experience to work alongside Neal Scanlan, Neil Lamont, Warwick Davis and Joonas Suatamo.

We ran spots on broadcast, online and in theaters...

And there was press. 

Adweek.com, AdAge, Creativity, Again on Creativity, Wired.com, Mashable.com, Variety.com, Reddit, Gamerinformer.com, therealstanlee.com, movieweb.com, Collider.com, comicbook.com, dorksideoftheforce.com, NRN.com, foodandwine.com, i09.gizmodo.com, sciencefiction.com, consequenceofsound.com, cnet.com, hellogiggles.com, delish.com, myrecipes.com, syfy.com, thetakeout.com, thedailymeal.com, gamespot.com, spokeman.com, clubejade.net, yakfaceforums.com, foodnewsfeed.com, geektyrant.com, brandchannel.com, brandeating.com, inverse.com, cbr.com, beckett.com, comingsoon.net, fanthatracks.com, thewrap.com, nerdreactor.com, rebelscum.com, coffeewithkenobi.com, starwarsunderworld.com, blowoutcards.com, prnewswire.com, mpaa.org, getyourgeekon.com, 1851franchise.com, foodbeast.com, ispot.com, screenrant.com, irmonline.com, stitcher.com, starwarsreport.com, thathashtagshow.com, geeksofdoom.com, slashfilm.com, heroichollywood.com, bobafettfanclub.com, jeditemplearchives.com, lesdudis.com, dailydot.com, theforce.net, therockfather.com, justgrubbin.com, futureofstarwars.com, milnersblog.com, and then honest to god I just got tired of uploading all the links. But clearly, it was a lot. 

We worked with Topps to create customized, exclusive trading cards. The sale of which drove donations to No Kid Hungry.

Special foil cards garnered hundreds of dollars on eBay. We encouraged sellers to donate a portion of their proceeds to No Kid Hungry, and many did.

We created a game and sweepstakes where you got to roll Han Solo's dice for a chance to win autographed merch. If you matched dice, you won! If you didn't, you lost and Chewbacca was sad for you...

We worked with Collider's Jedi Council to do live broadcasts from Denny's during the promotion. Hundreds of thousands tuned in...

We welcome everyone at Denny's, and to be sure everyone knew we mean everyone, we created "Droids Welcome" stickers. And of course, someone brought their droid. 

We created loads of social content to support, including videos of the best characters on our trading cards.

And we created food spots to plug our SOLO-inspired menu.  

Team Credits on all:

GCD: Rich Cutter

Copywriter: John Macaluso

ACD: Lance Ford