ABC and Denny's


As part of a cross-platform deal with Disney integrated sales/marketing unit ABC Unlimited, Denny`s used comedian George Lopez as its centerpiece for celebrating Hispanic Heritage Month. During the September 15-October 15, 2003 period, Denny`s-sponsored comic vignettes culled from episodes of THE GEORGE LOPEZ SHOW illustrated Hispanic pride. The campaign`s tagline: "Denny`s celebrates Hispanic Heritage Month and family togetherness all year long." The commercials also directed viewers to the restaurants, where they could enter a sweepstakes to win a family trip to Los Angeles and tickets to a taping of LOPEZ` SHOW. The program ran in nine of Denny`s key Hispanic markets: Los Angeles, San Francisco, Dallas/Ft. Worth, Houston, Miami, Ft. Lauderdale, San Antonio, Fresno and El Paso. In another component of Denny`s investment with ABC, the chain bought extensive national advertising in fall 2003 during prime time sitcoms and dramas such as My WIFE AND KIDS, LESS THAN PERFECT, ALIAS, THE PRACTICE and KAREN SISCO, as well as in other dayparts and its SoapNet.

Partnership Opportunity:
Disney ABC
Denny's /Dining
September 3rd Quarter 2003
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