Case Study

“A 21st century marketing success story.”

ON JUNE 4, 2018 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

The internet and the world reacted

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

we helped Accustom them to the new name change

B-cause we know you’re all getting used to our new name, here’s a guide to helb you bronounce it broberly. We suggest listening to it at least 30 times. pic.twitter.com/9z80MIp08q
— IHOP (@IHOP) June 6, 2018

We Kept them guessing

IHOb? What could it b? #IHOb
— IHOP (@IHOP) June 5, 2018

And guessing

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

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

Even with some fun clues

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

some friends helped us get the word out

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

In more ways than one

🍌 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

That’s BOOL https://t.co/7Rg1cxHGX4
— STAY DANGEROUS (@YG) June 6, 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

I SAID GET BACK IN THERE! #IHOb pic.twitter.com/RkiPqIfR7u
— The Late Show (@colbertlateshow) June 6, 2018

TGI Fridays can now thank their new god, Bryan, it’s “Bry-day.” #IHOb pic.twitter.com/9jbKDQrf7U
— 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

AND on June 11, 2018 we lifted the curtain

Dear Internet, we abbreciate your batience. Now let’s see who guessed right. B-hold!!!!! #IHOb pic.twitter.com/Fh3SkZ7s3Y
— IHOP (@IHOP) June 11, 2018

WE actually flipped an IHOP

And The internet and the world reacted again

Some gave us praise

Burgers or pancakes? It doesn’t matter. Everyone is talking about @IHOb. It seems “mission accomplished”. Brilliant marketing @IHOP @IHOb or whoever you are!
— Major Chad Norvell (@chad_norvell) 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

The general public: IHOb? That’s the dumbest thing ever.

PR/Marketing/Advertising majors: damn IHOP, y’all are brilliant
— Josh Geary (@GearyJW) June 12, 2018

As a #Marketing specialist, I have to tip my cap to @IHOb on their #IHOb campaign.

Did they get consumers to talk about their product? Yes.

Did they properly use social media to boost awareness? Yes.

Did they spend tons of money to generate said buzz? No.

Brilliant.
— Richard Holliday (@MostMarketable) June 11, 2018

Some wished us harm

IHOP is changing their name to IHOB.. why I’m so mad about this idk but their marketing team needs to be fired ASAP.. or ASAB lol https://t.co/0jtj4BCMBw
— Sami Barry 🌞 (@sbarryyz) June 12, 2018

Starting a petition to not only get IHOb’s marketing team fired, but viciously murdered
— Joe Dorso (@jdorso7) June 11, 2018

Whoever came up with the name change from #IHOP to #IHOB has to be fired by now. From pancakes to burgers? STAHHHP! 😂 pic.twitter.com/1ZlHpWdrbj
— JerkyPro (@JerkyPro) June 11, 2018

Dear #IHOP,

Changing your name to the International House Of Burgers #IHOb has got to be the STUPIDEST thing ever! Whoever made that decision should be fired immediately! Seriously,😒 who the hell thought this was a good idea?#MondayMotivaton pic.twitter.com/Je1KKu5Aup
— I AM THE NRA! (@MAGAALLTHEWAY) June 11, 2018

I just need let you know @IHOb that name change is the stupidest thing one single brand could do. Like whoever thought that was a good move to change your name to the “International House of Burgers” needs to be fired. Who goes to IHOP for a damn Burger? Idiots
— Kelly Ferrell (@Palmetto_Bowl) June 11, 2018

Some well know celebrities and brands even got in on the fun

All in is all we know. Come try one if you want a new legend in your life.
— IHOP (@IHOP) June 11, 2018

Burger King has changed its name to 'Pancake King' to mock IHOP's rebrand as IHOb https://t.co/JMCC9hCobJ
— Business Insider (@businessinsider) June 12, 2018

brb changing my name to Netflib
— Netflix US (@netflix) June 11, 2018

From Phillies to Bhillies: Philly Reacts to IHOP’s “IHOb” Burger Stunt https://t.co/TOw3m5zIt9 pic.twitter.com/hFQaL4rY9j
— Philly Mag (@phillymag) June 12, 2018

my name is now diblo and I only dj and produce burgers please respect this decision
— Diplo Uchiha (@diplo) June 12, 2018

bocket like it's hot pic.twitter.com/lwroiI3iVB
— Hot Pockets (@hotpockets) June 11, 2018

AS the media took note

Twitter erupted when IHOP changed its name to IHOB ... https://t.co/z2PQDTtNu9 pic.twitter.com/xIiLwH5MJy
— Ad Age (@adage) June 17, 2018

People shared their IHOB experiences

I have a confession to make. Ever since that dumb IHOP/IHOB promo, I haven't been able to stop going there and ordering burgers. Why do I keep doing this? They're not even good. pic.twitter.com/IM7kcUE0yV
— Alan Denton (@AlanTheWriter) July 9, 2018

But some Still Couldn't sTomach the name change. (Sorry Haters)

IHob: “Welcome to International House of Burgers, what can I get you?”

Me: pic.twitter.com/qeWY9EXpOA
— Cloyd Rivers (@CloydRivers) June 11, 2018

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

I don’t feel too good about this change @IHOb pic.twitter.com/VKjyEyQHCX
— Robert Stodola (@geesehaveteeth) June 11, 2018

Hello, World!

But their crIES did not fall on deaf ears

ON JULY 9, 2018 We eased the worlds worries by letting them in on the joke

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

And restored the nations love for ihop on it's 60th anniversary

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

The people rejoiced

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

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

oh thank god. you’re back.
— stepdad (@Tuba_Ryan) July 9, 2018

GOD BLESS IHOP I KNEW YOU WOULDNT DO US WRONG LIKE THAT 🙌🏻🙌🏻🙌🏻
— Panda (@PandaPawCosplay) July 9, 2018

My heart is smiling. We’ve missed you IHOP don’t leave us again!!! 😂❤️
— Katherine (@katieisaacc) July 10, 2018

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

and the rest is Burger’n 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

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

IHOP says fake name change was a big success https://t.co/gi2PD6BE8R USA Today - via @retailwire #retail #ihob pic.twitter.com/osgws6s8BA
— RetailWire.com (@retailwire) August 2, 2018

IHOP says fake name change was a big success | The IHOb campaign caused a "significant lift" in business for the brand, which associated primarily with breakfast. The... | https://t.co/UQzF3vFyJl
— Rocketnews (@Rocketnews1) August 1, 2018

Fake Name Change to IHOB to Boost Burger Business was Actually a Success--According to Company's President https://t.co/FUuIY9pPJB

Breakfast chain IHOP caused waves last month when they announced they’d be changing their name.
— All the News Now (@ATNNow) July 25, 2018

Case Study

“A 21st century marketing success story.”

ON JUNE 4, 2018 It all started with This tweet

The internet and the world reacted

we helped Accustom them to the new name change

We Kept them guessing

And guessing

Even with some fun clues

some friends helped us get the word out

In more ways than one

AND on June 11, 2018 we lifted the curtain

WE actually flipped an IHOP

And The internet and the world reacted again

Some gave us praise

Some wished us harm

Some well know celebrities and brands even got in on the fun

AS the media took note

People shared their IHOB experiences

But some Still Couldn't sTomach the name change. (Sorry Haters)

But their crIES did not fall on deaf earsON JULY 9, 2018 We eased the worlds worries by letting them in on the joke

And restored the nations love for ihop on it's 60th anniversary

The people rejoiced

and the rest is Burger’n history

The End

But their crIES did not fall on deaf ears

ON JULY 9, 2018 We eased the worlds worries by letting them in on the joke