Dave & Buster’s Goes “Ding Ding Ding” in First National Campaign by Mother New York
September 18 2020 - 8:00AM
Business Wire
The new brand platform captures the essence
of Dave & Buster’s with multiple spots and a design overhaul
debuting this September
Dave & Buster's Entertainment, Inc., (NASDAQ:PLAY), ("Dave
& Buster's" or "the Company"), the iconic American arcade and
dining venue that has begun to reopen safely across the country,
announces the launch of its new campaign platform, “Ding Ding
Ding.” The new campaign highlights the positivity and exuberance
that begins at Dave & Buster’s and stays with you long after
your visit.
“This is the first step in transforming how Dave & Buster’s
approaches communications with our guests,” stated Chief Executive
Officer, Brian Jenkins. “Our teams have been creating engaging
experiences for years and this new campaign will build upon the
emotional capital we have established within our communities,”
shared Mr. Jenkins.
The campaign leverages the in-store flashing lights, high-score
announcements and game sound effects to remind the viewer that they
are “perfect” and “awesome.” This injection of positive emotion
into the brand is a new course for Dave & Buster’s, and will be
integrated throughout its communications and future guest
experiences. The campaign represents the first work between Dave
& Buster’s and its new creative AOR, Mother in New York, a
partnership that began in late March 2020.
“Ding Ding Ding is the crisp mnemonic that carries this campaign
but it is much more than just a new tagline - it signals a larger
shift in the brand to focus on emotional experiences that transcend
the many functional benefits of Dave & Buster’s,” added Chief
Marketing Officer, Brandon Coleman III.
“Dingfesto,” the first spot in the new brand campaign, debuted
nationally on network TV and digital platforms on August 29, 2020,
followed by “Perfect Meg,” on September 4, 2020. Additional
elements within the new “Ding Ding Ding” platform launch in
September, including: renewed photography, six second social videos
and a design refresh, led by Mother Design, that includes an
updated logo, brand palette, typographic system and secondary
graphic language.
“From pitch win to production, this rebrand was entirely
executed within the context of the current global pandemic,” said
Corinna Falusi, CCO and Partner, Mother in New York. “‘Ding Ding
Ding’ means you are walking out of Dave & Busters in a better
state. It’s a campaign that is purposefully too loud and too much
in a time where we all could do with more Ding Ding Ding.”
About Mother
Mother was founded in London in 1996 by a group of creative,
free-thinking individuals sitting around a kitchen table eating
lunch. It's here that the group decided that they were hungry to do
things differently. They wanted to break free from the shackles of
traditional agencies and be 100% independent. Today, Mother is
still fiercely independent, with offices across London, New York,
Los Angeles, Shanghai, and South America. For more information,
visit motherfamily.com.
About Dave & Buster’s Entertainment, Inc.
Founded in 1982 and headquartered in Dallas, Texas, Dave &
Buster's Entertainment, Inc., is the owner and operator of 136
venues in North America that combine entertainment and dining and
offer customers the opportunity to "Eat Drink Play and Watch," all
in one location. Dave & Buster's offers a full menu of entrées
and appetizers, a complete selection of alcoholic and non-alcoholic
beverages, and an extensive assortment of entertainment attractions
centered around playing games and watching live sports and other
televised events. Dave & Buster's currently has stores in 40
states, Puerto Rico, and Canada.
Forward-Looking Statements
The statements contained in this release that are not historical
facts are forward-looking statements. These forward-looking
statements involve risks and uncertainties and, consequently, could
be affected by our level of indebtedness, general business and
economic conditions, the impact of competition, the seasonality of
the Company's business, adverse weather conditions, future
commodity prices, guest and employee complaints and litigation,
fuel and utility costs, labor costs and availability, changes in
consumer and corporate spending, changes in demographic trends,
changes in governmental regulations, unfavorable publicity, our
ability to open new stores, and acts of God. Accordingly, actual
results may differ materially from the forward-looking statements,
and the Company therefore cautions you against relying on such
forward-looking statements. Dave & Buster's intends these
forward-looking statements to speak only as of the time of this
release and does not undertake to update or revise them as more
appropriate information becomes available, except as required by
law.
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version on businesswire.com: https://www.businesswire.com/news/home/20200918005067/en/
Shelby Robinson srobinson@konnectagency.com
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