Tuesday’s free Gland Slam breakfast was a huge success for Denny’s. Their creative and funny Superbowl spot created lines around the building at locations across the country. The restaurant chain is estimated to have served nearly 2 million of the free breakfasts in this one day giveaway.

But I can’t help but wonder what Denny’s is like the day after the big giveaway? While their business may be up due to more people thinking about having pancakes for breakfast, I am certain they don’t have lines around the buildings today.

Had Denny’s used a text message reminder option, as I mentioned in my Superbowl Mobile Ads and Mobile Misses video, they would have a way to reach millions of people today too (without the expense of another costly Superbowl ad). It might look like this:

Want another free Grand Slam breakfast? Join Denny’s Text Breakfast Club.
Receive a mobile coupon 4 a free Grand Slam w/o the crowds. Reply Y to sign up.

Bingo. Now they would have a nice steady stream of people coming in to get a second free breakfast over the next month (or however long they wanted to extend their offer.) This would get even more free publicity for the restaurant chain because no one else is doing this – YET.

When I say this was a “mobile miss” this is what I mean. The Denny’s Superbowl ad was a huge success. It could have been even bigger and long lasting had Denny’s leveraged the power of mobile.