Behind the Scenes of IHOP’s Social Media War Room (AKA Short Stacks on Deck)
So were you like me and missed out on your free pancakes at IHOP this Tuesday? Since 2016, the breakfast chain has offered a free short stack to hundreds of thousands of customers nationwide for National Pancake Day, and not surprisingly, it happens to be one of their busiest days on social media.
With clever, unique content referencing everything from Drake’s billboards for his new album to Craiglist’s missed connection section, IHOP was able to get its content trending on Twitter, Facebook and Instagram and ultimately drive sales. During peak hours, they had more than 115 tweets per minute coming in.
Adweek has an interesting perspective of how that looked at MRM//McCann, which had a dedicated team in place monitoring everything from IHOP’s Snapchat filter to personalized Twitter GIFs. In fact, the chain scored more than 48,000 mentions, gained 10,000 new followers (262k total) and had its official #NatlPancakeDay hashtag shared over 38,000 times thanks to the promotion.
All I can say is hats off to that team.