Persuasion 139 | Why Twitter Cares about IHOP’s IHOb Campaign

Show Summary

In response to a marketing ploy by IHOP, Twitter has decided: Pancakes and burgers do not go together. Last week the International House of Pancakes restaurant chain launched a new campaign to promote its burger menu. There were cryptic pre-launch ads showing the letter P in the logo flipped upside down to make it a B, all in an attempt to stir up interest in what the B might mean. All of Twitter seemed shocked to find the B was for burger, because, if you had not noticed, IHOP is about breakfast. Could this new campaign convince us to choose IHOP for any other reason? If we judge the effectiveness of the campaign based on the Twitter response, the answer would be a hearty no.

In this ounce of Persuasion fast chat, Erin Straza and Hannah Anderson assess this failed online communication and discuss the need for better online engagement. Too often we send out messages like IHOP did: without knowing our audience well enough to shape the message to be properly understood and embraced. There is much we can learn from IHOP’s recent marketing ploy.

Listen in, then continue the conversation on Twitter @PersuasionCAPC or in the CAPC members-only community on Facebook.

Your Hosts

Erin Straza: Web / Twitter
Hannah Anderson: Web / Twitter

Episode 139 Resources & Links

The Best Chain Restaurant Twitter Reactions to IHOP Changing Its Name to ‘IHOb’People

In defense of IHObThe Washington Post

Did you enjoy this episode of Persuasion? Give these a listen!

Persuasion 143: Being a Disruptive Witness, with Alan Noble

Persuasion 138: You Can’t Say That!

Persuasion 134: Alexa Obeys My Every Command and So Should You

Theme music by Maiden Name. Produced by Jonathan Clauson.


Sponsorship Details

If you are interested in sponsoring an episode of Persuasion, please email us for available packages and rates.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s