It's the most wonderful time of the year. And this year, IHOP created Holiday Celebrations, pushing three different pancakes and a turkey dinner. The client asked to drive traffic into the restaurant, and create appetite appeal around the uniqueness of the ingredients, the season and the offerings.
This was supported across digital and social beginning with the creation of a homepage module and an additional information page to provide more information about the food, ad highlight secondary messaging such as Gift Cards. 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 Facebook live event was filmed in an IHOP restaurant, and a digital video was created and promoted on Facebook and YouTube. Custom Snapchat Filters that could only be activated in an IHOP were designed, along with 24 gifs on Twitter that ran one per hour to support Black Friday (#BreakfastFriday) and partnering with Apps like Waze.