We were asked to support IHOP's new campaign "Eat up every moment," which replaced "Come together over breakfast at IHOP." The client asked to us to help push the moments both big and small that happen in-restaurant.
An Instagram-only contest was conceived, where users submitted their photo, along with a description about sharing a moment at IHOP and using the new #IHOPmoment. A supporting website was designed to facilitate the contest digitally, along with emails that were sent out to IHOPs users. Users on social were also encouraged to come back and vote for their favorite contestant daily.
In addition to the contest, a 360 video was filmed using talent from the commercials that lived on the digital site, Facebook and YouTube.
A moments generator was also created to pair the every day moments with food items on the IHOP menu. IHOP.com menu pages were also updated to add the idea of pairing each menu food with the perfect moment.