IHOP's Scary Face Pancakes. A yearly October event where kid's 12 and under are invited to come in and decorate their own pancake. The ask was to drive traffic into the restaurant and create awareness around the event.
This was supported across digital and social with the creation of a homepage module, and messaging was updated to drive urgency throughout the month. An additional page was created to provide more information about the event, a link to find your nearest IHOP, a video that was also promoted on Facebook, and downloadables of pumpkin cutouts and a coloring book. Rich Media banner ads and emails were also created around the event. Custom Snapchat Filters were also created that could only be activated in an IHOP, along with gifs on Twitter and support for Apps like Waze.