Denny’s Pays Significantly Less Than $5.6M for Its Big Game Spot

The catch: It was actually a parking spot

The diner-style restaurant chain parked its iconic booth outside Hard Rock Stadium Sunday Denny's
Headshot of David Cohen

Denny’s finally took the plunge and ponied up for a Big Game spot—as in, a spot in the parking lot of Hard Rock Stadium during Super Bowl LIV.

The diner-style restaurant chain parked its iconic booth outside of the stadium Sunday, sharing it via Twitter.

Denny's

A spokesperson for Denny’s said in an email that the stunt came at a much lower cost than producing and paying for a Super Bowl ad.

Wireless carrier Mint Mobile was among the first to comment, calling the move, “A stunt after our own heart,” to which Denny’s responded, “Yours had dreamier eyes,” referring to Mint Mobile owner Ryan Reynolds’ stunt of offering three free months of service to people who signed up during the Big Game.

And flushable wipes maker Dude Wipes asked, “But what do you do when you gotta go #2?”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.