IHOP Restaurants is celebrating the return of its popular “Double-Dipped French Toast.” To promote this limited-time offer, the restaurant is using innovative technology to allow fans to join in on the fun and engage with the brand through two social media and digital activations; a special edition Snapchat Sponsored Geo-filter, and their “Breakfast Name Maker.”
IHOP Restaurants partnered with Snapchat to develop Chain Geo-filters, which are location-based dynamic art that can be added to photo and video Snaps. When using the app at an IHOP restaurant, guests who take a Snap will be able to swipe to reveal artistic IHOP-themed creative overlays. Over 100 million people use Snapchat every day, and 60 percent of 13- to 34-year-old U.S. smartphone users are Snapchatters.
“At IHOP, we have been the leader not only in serving our guests breakfast all day, but in our creative use of social media channels to get that message out to them. Snapchat is one of the most popular social networks and many of our guests use it regularly. Through introducing these Geo-filters, our guests have the opportunity to bring the same creativity to breakfast that we have with our new Double-Dipped French Toast flavors,” says Kirk Thompson, vice president, marketing, International House of Pancakes, LLC.
Guests can also interact to show their connection and affection for IHOP restaurants through their fun and personalized “Breakfast Name Maker”, which will be displayed on the “What’s New” page of the brand’s website. This new feature gives users the chance to turn their names into hilarious breakfast-themed names. “A guest named ‘John Smith’ could be transformed into ‘Jumpin’ Flap Jack,’ or one of many other breakfast inspired names. Website users will also have the opportunity to share their newfound name on their social media accounts,” Thompson adds. “It’s another way for Breakfastarians to show their pride in celebrating the freedom to have breakfast all day, and at IHOP, where every order is fresh and custom made, and the choices are almost unlimited.”
“We like to emphasize the personalized experience that IHOP affords its friends and guests, and the ‘Breakfast Name Maker’ gives them another entertaining channel to create a special, custom-tailored IHOP memory,” Thompson notes.