IHOP's "IHOb" Pancakes to Burgers Rebrand

The IHOP to IHOb campaign was a marketing stunt by the International House of Pancakes IHOP, a popular American restaurant chain known for its breakfast and pancake offerings. The campaign was launched in June 2018 and generated significant buzz and conversation both online and offline.

1. The Teaser Phase:
- IHOP started by teasing a major change to its brand on social media platforms, particularly Twitter. They released a series of cryptic tweets that hinted at a name change, with the "IHOb" logo replacing the familiar "IHOP" logo.
- This initial teaser phase sparked curiosity and speculation among fans and the media, as the company didn't immediately reveal what the "b" stood for.

2. The Big Reveal:
- After a few days of speculation and building anticipation, IHOP unveiled the meaning behind the "IHOb" campaign. The "b" in IHOb stood for "burgers," signifying that the restaurant was expanding its menu to include a line of burgers.
- This announcement was made through a strategically timed press release and a video posted on social media platforms. The video featured the flipping of the "p" in "Pancakes" to reveal the "b" in "Burgers."

3. Social Media Engagement:
- IHOP used its social media channels to engage with its audience throughout the campaign. They encouraged fans to guess the meaning of "IHOb" before the big reveal.
- The campaign generated a lot of discussion and reactions on social media, with people sharing their thoughts and opinions on the brand's decision to focus on burgers.

4. Temporary Branding:
- During the campaign period, IHOP temporarily changed its signage, menus, and social media profiles to reflect the "IHOb" branding.
- This change added an element of authenticity to the campaign, making it seem like a genuine rebrand.

5. Limited-Time Burger Menu:
- In addition to the rebrand, IHOP introduced a new line of burgers as part of its menu expansion. These burgers were promoted heavily during the campaign.

6. Leveraging Curiosity:
- The campaign leveraged curiosity and controversy to drive engagement and create buzz around the brand. People were curious to see how a pancake-focused restaurant would fare in the burger market.

7. Return to IHOP:
- After a few weeks of the "IHOb" campaign, IHOP revealed that it was all a temporary rebranding effort to draw attention to its new burger offerings. They reverted to their original name, "IHOP," but kept the new burger items on the menu.

The IHOb campaign was ultimately successful in generating significant media coverage, social media engagement, and public interest. While some criticized it as a gimmick, it managed to increase awareness about IHOP's expanded menu offerings beyond pancakes and was a memorable marketing campaign for the brand.