The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 One Show - Social Media

IHOb

Agency Droga5 / New York

Client IHOP
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_SM19007S

About the Work

To grow beyond breakfast, IHOP launched a new line of burgers. But how do you get an indifferent world to care about burgers from a pancake house? With a simple tweet. We posted a six-second video announcing that we were changing our name to IHOb. With 7.52 million views, we kept people in the dark as to what the b stood for. Speculation exploded worldwide in what became one of the biggest guessing games in Internet history. For a week, we ignited and stoked a media frenzy and then on the same platform that we teased IHOb, America finally got its answer: burgers. This unleashed an even bigger moment than the mystery itself. From the tease, to the announcement, to flipping our Twitter handle, we leveraged Twitter to show how serious we were about our new burgers with a bold and simple statement that broke the Internet.