Breakfast Bracketology

IHOP


The Challenge

IHOP has one of the most classic menus in American culture, with food that sparks fond memories for people around the country. Socialtyze was tasked with creating an interactive campaign that would celebrate IHOP’s food with a contest as classic as the brand itself.


The Solution

Socialtyze developed and ran a Facebook app during the month of March called Breakfast Bracketology/Morning Madness, a play on the NCAA’s Basketball Bracketolgy/March Madness tournament. The difference: Rather than basketball and ESPN news, IHOP fans voted on their favorite menu items and we produced a YouTube video series called Morning Madness, which gave fans comical updates of “game play” in a SportsCenter-like environment.

75K+

INSTALLS

154K+

VIDEO VIEWS

2.8M

VOTES
IHOP1 IHOP2 IHOP3

There were a total of 32 menu entrées at the start and only one winner at the end - Rooty Tooty Fresh N' Fruity - collecting more than 200,000 total votes across five voting rounds. Throughout the campaign, our media planners and community managers worked in tandem, sharing data and creative concepts to drive engaged users in droves to the app and videos. There were a total of 32 menu entrées at the start and only one winner at the end collecting more than 200,000 total votes across five voting rounds. Throughout the campaign, our media planners and community managers worked in tandem, sharing data and creative concepts to drive engaged users in droves to the app and videos.