Last week, the International House of Pancakes (IHOP) announced that after 60 years, they would be changing their name to IHOb. They left us guessing for five days about what the new “b” would stand for while creating a buzz on Twitter, with more than 30,000 people wondering and discussing what the “b” would be. This is one of the more successful PR stunts that has been pulled off in recent times.
The wait was over on Monday, June 11th when IHOP revealed in a press release that they were changing their name to IHOb to debut the brand’s new Ultimate Steakburgers, a line-up all-natural burgers that come in seven varieties.
“Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day,” said Chef Nevielle Panthaky, Head of Culinary at IHOb.
Though IHOP(b) was transparent that this was a marketing campaign and that they are flipping the “P” to a “b” in their iconic name for only a period of time, people are in shock over the news.
In a recent New York Time’s article, a spokeswoman for IHOP, Stephanie Peterson, said that even the company, which engineered the reaction, had been surprised by its force. “We thought that people would have fun with this, but never did we imagine that it would grab the attention of America the way it did,” she said.
The burger campaign was even able to grab the attention of celebrity model, cookbook author and popular Twitter personality, Chrissy Teigen, who did not hesitate to share her opinion of the name change.
We aren’t sure how we feel about the name change, but we can say that the brand’s stunt was clearly a success. In addition to the countless traditional media outlets who reported on the news, IHOP’s parent stock (DineEquity) rose on Monday after the name change. Impacting a company’s bottom line is always a goal that PR professionals strive for and in this case, the success of this PR stunt is undeniable. Tweet us or comment below and let us know what you think!Tags: IHOP, PR Stunts, public relations
Categorised in: Public Relations
This post was written by Emily Kanter