Denny's, the casual food chain, is getting into the music business via its just launched "Adopt-a-Band" program. Participating touring bands can eat at Denny's for free at any time, and will have content featured on the Denny's microsite dennysallnighter.com, including photos, bios, tour dates posted, and one streamed song.
The initial bands are EndeverafteR (Razor and Tie), Forever The Sickest Kids (Universal Motown Records), Foxy Shazam (New Weathermen/Ferret Music), Saving Abel (Virgin Records), Switches (Interscope) and Take The Crown (Rise Records). Every two months six new bands will be "adopted" and added to the site.
In return, the featured band will be expected to visit three Denny's a month, mention their Denny's visits on their Web sites and post pictures of themselves at the Denny's.
In addition, four higher profile bands -- Taking Back Sunday (Warner Bros. Records), Eagles of Death Metal (Rekords Rekords / Downtown), The All-American Rejects (Interscope), and Plain White T's (Hollywood Records) -- will create Rock Star Menus. Rock Star Menus will consist of a dish concocted by one of the bands. The first one, developed by Taking Back Sunday, will be available nationally in August.
"In value driven times, we know that bands obviously need to eat. We felt good about being able to offer support and have people out there drumming up support," said Michael Polydoroff, director of sales promotion and licensing, Denny's. "We looked at a myriad of bands, posted on Sonicbids.com back in March and worked with Filter to narrow down the list. We were looking for great brands who have a huge online following and who will work hard for us."
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