IHOP | IHOb — Nicholas Bauman

IHOP | IHOb

How do you get the world to care about burgers from a pancake house?
Apparently, you just flip a letter and watch the world flip out.

Sorry about that, world.

CASE STUDY (OR SCROLL DOWN FOR THE FULL STORY)

IT ALL STARTED WITH THIS TWEET

For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb pic.twitter.com/evSxKV3QmT
— IHOP (@IHOP) June 4, 2018

WE FLIPPED A LETTER AND THE WHOLE WORLD FLIPPED

IHOP says it's changing name to IHOb. Huh? https://t.co/bzYhHMoOjC pic.twitter.com/JmIOl0xa1H
— CNN Business (@CNNBusiness) June 6, 2018

SO WE HELPED FUELED THE FIRE

Could b pic.twitter.com/WBX8nKiqCb
— IHOP (@IHOP) June 6, 2018

Oh, the bossibilities #IHOb pic.twitter.com/9Dq580BP4V
— IHOP (@IHOP) June 9, 2018

Since we know you’re all waiting in anticibation for what the b could be, we’ve decided to give you one more biece of the buzzle #IHOb pic.twitter.com/7irq2ZWbe2
— IHOP (@IHOP) June 9, 2018

AND THE GUESSES KEPT ROLLING IN

Iconic pancake house IHOP is changing its name to IHOb…what could the ‘b’ stand for?
— FOX & friends (@foxandfriends) June 6, 2018

International House of Blazers?
🔥🔥🔥 https://t.co/2lLBsi4Pyh
— Trail Blazers (@trailblazers) June 5, 2018

🍌 pancakes, 🍌 syrup, 🍌 French toast, 🍌 crepes...We LOVE where you’re going with this @IHOP 🎉😉 #InternationalHouseofBananas #IHOB pic.twitter.com/Pd8rLEXtuP
— Chiquita (@Chiquita) June 7, 2018

It’s International House of Barbecue isn’t it @IHOP @ihob? Very sneaky! 🔥🍖 https://t.co/3VLyr95Dnq
— Kingsford Charcoal (@Kingsford) June 7, 2018

Hey @IHOP, add another B. IHOBB stands for I ❤️ HOney Butter Biscuits.
— Church's Chicken (@ChurchsChicken) June 7, 2018

Lols ...IHOP turned👌🏽👌🏽👌🏽👌🏽 https://t.co/5LjmabweSS
— iamcardib (@iamcardib) June 7, 2018

Ain’t no one callin y’all IHOB...@OnWithMario #Headlines pic.twitter.com/ClyP6LlEUM
— Mario Lopez (@MarioLopezExtra) June 7, 2018

.@IHOP is changing their name to IHOb. So we’re starting a new game called “Change a Letter, Change a Restaurant!” #IHOb

We got a feeling Sessions won’t be going to Bong John Silver’s anytime soon. pic.twitter.com/BndSWUlZ7x
— The Late Show (@colbertlateshow) June 6, 2018

Denny was ousted in a corporate coup d’etat led by his long-time archrival: Dennis. pic.twitter.com/ITRf1iQPuy
— The Late Show (@colbertlateshow) June 6, 2018

CBS is getting in on the game, too. #IHOb pic.twitter.com/HWCSniMlj1
— The Late Show (@colbertlateshow) June 6, 2018

A WEEK LATER, WE REVEALED WHAT THE b STOOD FOR

WE “BURGERED” EVERYTHING

WE EVEN “BURGERED” AN ENTIRE RESTAURANT

THEN THE INTERNET BROKE AGAIN

Screen+Shot+2018-06-15+at+1.34.49+PM.png

When you find out @IHOb will stand for 'International House of Burgers' pic.twitter.com/gBnJQDBTm4
— BLACK ADAM SCHEFTER (@B1ackSchefter) June 11, 2018

Albuquerque Bolice Department pic.twitter.com/CRVvfJlpRe
— Albuquerque Police (@ABQPOLICE) June 12, 2018

The marketing guy who came up with "IHOb" awaiting thunderous applause for such a brilliant idea. pic.twitter.com/tsJsV7H8PP
— 🏳️‍🌈Retro: Old Media Enthusiast🏳️‍🌈 (@ThatRetro) June 12, 2018

Me since the @IHOP/#IHOb announcement: pic.twitter.com/LZLQwpdfH5
— Hilary Banks (@soniamariesays) June 11, 2018

THEN WE LET EVERYONE IN ON THE JOKE

Well that was a crazy week. pic.twitter.com/5XvIErpSoH
— IHOP (@IHOP) June 15, 2018

WE FLIPPED OUR NAME BACK TO IHOP… FOR PANCAKES!

We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers) pic.twitter.com/KsbkMJhKuf
— IHOP (@IHOP) July 9, 2018

AND THE INTERNET REJOICED

when ihob goes back to @IHOP pic.twitter.com/QVj0sSONMQ
— alex (@pale_mexican21) August 2, 2018

The IHOb breakfast nightmare is finally over 🙌https://t.co/HEfPmUQmvF
— CNET (@CNET) July 9, 2018

You’re back! pic.twitter.com/Maoan3chCp
— 🇩🇴CynthiaMercedes🇩🇴 (@Cyntmatic) July 10, 2018

THE REST IS BURGERIN’ HISTORY

IHOP's burger sales quadrupled after its controversial IHOb name change https://t.co/ouxXnmhiyJ
— Business Insider (@businessinsider) August 2, 2018

IHOP President Darren Rebelez tells @CNNMoney why the IHOb PR stunt was a success https://t.co/g5i2qOoRUW pic.twitter.com/YEGn3Ewy1l
— CNN (@CNN) July 20, 2018

All because somebody decided to flip a letter upside down. https://t.co/ewIvHwz5mL
— MUNCHIES (@munchies) August 2, 2018

Steve Joyce, Dine Brands Global CEO, the parent company of @IHOP on the success of the 'IHOB' campaign: "We quadrupled the number of burgers we're selling and that's continuing. And both lunch and dinner part sales went up significantly... We had a lot of fun with it." pic.twitter.com/BSMve83nDS
— FOX Business (@FoxBusiness) August 1, 2018

IHOP had the last laugh about its IHOb stunt on its quarterly earnings call. https://t.co/em77H77yeF
— PRWeek US (@PRWeekUS) August 2, 2018

Thanks to its rivals, 'IHOB' is a smashing success https://t.co/bxd0rP8FuD pic.twitter.com/rFUof51UHg
— The Drum (@TheDrum) June 13, 2018

THE END

CREDITS
AGENCY: Droga5
ECD: Scott Bell
ECD: Matt Ian
CD: Dan Kelly
CD: Todd Rone Parker
SR AD: Christian Chico
SR CW: Nicholas Bauman
SR AD: Conner Tobiason
SR CW: Craig Gerringer

DIRECTOR: Eric Wareheim

RECOGNITION
Cannes Lions / Silver - PR / Retail PR
Cannes Lions / Silver - Content for User Engagement
One Show / Silver - Social Engagement / Stunts & Activations
One Show / Silver - Social Post / Single
One Show / Bronze - Events & Experiential
One Show / Merit - Integrated PR Campaign
D&AD / Wood - PR / Product Launch
D&AD / Wood - Integrated / Earned Media
Creativity Award - Tiny But Mighty
Effie / Gold - Restaurants
Effie / Silver - Carpe Diem - Services
Effie / Bronze - Data Driven