‘B’ Is for Brilliant: How IHOP’s Stunt Success Started With a Better Burger

The impressions were huge, but the product needed to improve first

On stage at Brandweek: Challenger Brands in New York, IHOP CMO Brad Haley laid out what it took to reach a sort of brand promised land.

The numbers for IHOP’s wildly successful IHOb campaign—touting its burgers by temporarily changing its brand name—are undeniable. 42.6 billion impressions, 1.2 million tweets in the first 10 days of the campaign and over 27,000 earned media articles remain eye-watering.

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.