IHOP reimagined bacon with a bigger, thicker version called Steakhouse Premium Bacon. So, we reimagined how to launch it.

With one in three social mentions of bacon specifically around how it appeals to the senses, we decided to focus there. But instead of using sight or smell, we opted to make people's mouths water through their ears. That's right—we turned to the audio-only platform Clubhouse and let this new bacon speak for itself…for eight sizzling hours.

Since Clubhouse technically doesn’t allow brands, we had to look to our existing audience on Twitter and Instagram to drive people to our Clubhouse Room. As the listeners grew, Clubhouse influencers took notice and boosted the room to their millions of followers. It caught on like a bacon fire.

“Bacon Sounds Delicious” grew to become the largest Clubhouse Room in the country. Users spent an average of five minutes listening to the savory, hickory-smoked, sizzling sounds of IHOP’s new bacon. With a combined total of 655 hours listened, we far surpassed our frequency numbers with a traditional campaign and reached 75 million users on social media with another 120 million through earned PR. Not only was ‘Bacon Sounds Delicious’ the first of its kind to both launch a new product and experiment on a new platform, but doing both at the same time garnered $1.11 million in advertising value.