The One Show
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Category
Integrated PR Campaign
Annual ID
OS_PR19078M
About the Work
To grow beyond breakfast, IHOP launched a new line of burgers. But how do you get people to care about burgers from a pancake house? We went big to prove that we take our burgers as seriously as we take our pancakes, “officially” changing our name to IHOb. We purposefully left the meaning of the b secret for a week, unleashing a worldwide guessing game online and in the press. To fan the flames, we flipped our social handles and dripped assets such as Twitter and Instagram polls, engaged in 1:1 banter with fans and celebrities and leaked photos of one of our stores’ sign changing to IHOb. Finally, we revealed the b stood for burgers via a live announcement on Fox & Friends. With the flip of one letter, IHOP generated 42.5 billion earned impressions, quadrupled their burgers sales and even saw a rise in their stock price.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Droga5 / New York
PR / Marketing Agency
DeVries Global / New York
Media Distribution Company
Initiative / New York
Art Director
Christian Chico
Chief Creative Officer
David Droga
Neil Heymann
Chief Marketing Officer
Jonny Bauer
Marianne Stefanowicz
Creative Director
Daniel Kelly
Todd Rone Parker
Designer
Nate Moore
Executive Creative Director
Scott Bell
Strategist
Liz Hartley
Alex Cohen
Parks Middleton
Writer
Nic Bauman
Account Team
Giovanna Saffos
Lauren Tomlinson
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