IHOP's limited time offer Paradise Pancakes. The ask was to drive traffic into the restaurant and create appetite appeal around the uniqueness of the offering and their ingredients.
A first-in-category Facebook Live event was created where we brought these pancakes to the beach, and filmed them for an hour and a half, three times throughout the day to support the idea of breakfast all day. The Facebook live event ended up winning a Marcom Gold Award.
Paradise Pancakes was also supported across digital and social beginning with the creation of a homepage module, and messaging that changed from 5-8PM each night into "Paradise Hour." Because it's always 5 O'Clock somewhere. A Breakfastarian page that reinforced the idea of Paradise and Breakfast all Day was also created.
An additional page was created to provide more information about the offerings. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO. Custom Snapchat Filters that promoted the LTO and IHOP's core equities could only be activated in an IHOP, gifs on Twitter were produced and we also supported the offering with Apps like Waze.