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

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 to a previous conversation 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.

More to Read from Persuasion Episode 139:

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

In defense of IHOb, The Washington Post

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

Persuasion 105: Sandwich Snobbery & Social Exclusion

Persuasion: When You Fancy Yourself a Prophet, with Sharon Hodde Miller

Persuasion Episode 59: Being A Better Listener with Adam S. McHugh, Author of ‘The Listening Life’

Theme music by Maiden Name.