IHOP was focused on targeting a younger demographic to grow their consumer base and knew they needed to offer unique value compared to other restaurants in the category to set themselves apart. We partnered with XBOX to bring this demographic special themed menu items, we invited video game creators to stream live from an IHOP, and we gave away a special syrup caddy that also held an XBOX controller. We relied on both paid and organic social assets to drive traffic for this campaign and we incorporated IHOP’s new loyalty campaign into all the marketing materials to track engagement through membership signups.

All success benchmarks were met and exceeded:

• New member sign-ups during the promotional period exceeded the benchmark by more than 30% 

• Loyalty item redemption during the period exceeded the benchmark by over 5%

• Xbox rewards were in such great demand that we generated additional codes mid-program for Game Pass memberships, Forza, and Grounded.