IHOP's limited time offer Double Dipped French toast. The ask was to drive traffic into the restaurant, that you could get these any time of the day (or night), and create appetite appeal around the uniqueness of the offering.
This was supported across digital and social beginning with the creation of a homepage module, and messaging that was updated throughout the day to drive urgency. Depending on when you went to the site, the setting behind the food would change to dawn, day, dusk and night, with accompanying items in the background pertaining to activities the IHOP customer does during that time of day. For example midday had a backpack with school books, and night had movie tickets. An additional page was created to provide more information about the food. A third page supporting Breakfastarians was also created. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO.
A digital video was created and promoted on Facebook and YouTube, along with a custom Snapchat Filter series that could only be activated in an IHOP, gifs on Twitter and support with Apps like Waze.