Denny's place mats with QR codes offer an augmented-reality experience based on the movie "The Hobbit" and a chance to win gold coins. The new campaign builds off a campaign last year that generated 400,000 engagements. "It is easy, it is fun, it is free. It provides value for our customer and a wait buster while they are waiting for their food," said Erik Jensen, Denny's director of advertising and merchandising.

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