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Wendy's has already hammered IHOP (I just cant bring myself to say "IHOb) flatter than--wait for it--a pancake.
The pancake chain has been coy about whether the name flip is permanent, saying Monday that it was "for the time being." Pressed for details, the company would not give an end date for IHOb but referred to the "tongue-in-cheek name change" and said it was tied to the summer burger promotion.
There's no telling if this name change is permanent or only acts as promotion for the brand's new food items, but the company has gone ahead and changed its Twitter handle from "IHOP" to "IHOb." Its Facebook and Instagram handles still currently hold the original name, as does the website.
Arabic has no "p" sound, and speakers of the language usually substitute a "b." In the Arab world, IHOP has been IHOB ever since the first pancake -- sorry, bancake -- house opened in Dubai in 2012.
IHOP's temporary logo switch to IHOb to promote its burgers caused a media storm with late-night talk shows and on social, with 41 billion impressions, more than $77 million in earned media and a fourfold sales bump in burgers in the first three weeks after launch.
#IHOb pic.twitter.com/Fh3SkZ7s3Y -- IHOb (@IHOb) June 11, 2018
IHOP Droga5, alongside IPG-owned media agency Initiative, collaborated on IHOP's "IHOb" stunt last June.
So for many Arabs, IHOP has always been known as IHOB.
Adweek: Did your success with the IHOb "name change" make you more or less likely to return to that marketing tactic in the future?
A beer offered IHOP a way to stand out from a crowded pack of pumpkin-spiced offerings, and built off its expectation-flipping "IHOb" campaign this summer.
Cooked up with Droga5, the push generated millions of tweets (including some sizzling exchanges with Burger King, Chili's and Wendy's), social conversations and media stories, along with a sizable sales surge during the weeks immediately following the IHOB rollout.
IHOP, which changed its name to IHOb to promote burgers, in a stunt created by Droga5, earned tens of billions of impressions, waking people up to the idea that the brand is more than just pancakes.
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