Recently, IHOP changed its name to IHOb (International House of Burgers) leaving everyone puzzled. What did the “B” stand for? Little did they knew it meant burgers.
Not only consumers reacted to this sudden change but also fast food and restaurant social media accounts joined the hype. While some of the responses might have been a little bit harsh, IHOP got exactly what they looked for: to get everyone talking about them.
Creative jabs, juicy retorts and comical comments were the secret sauce of this campaign. IHOP’s direct and indirect competitors were to thank for fueling this marketing effort with sarcasm and wit. Equally, IHOP’s timing was spot on. They found a time with little else being discussed and the rest was a battle of wits.
–Katina Kenyon, VP of Sales and Marketing
Read more from the members of Forbes Agency Council where they share their thoughts on this bold marketing tactic and what everyone can learn from it: