When IHOP noticed fantasy football leagues were making last-place finishers spend 24 hours at their restaurant eating pancakes,
we saw an opportunity to turn it into something major for the brand. In short order, we engaged an injured NFL player, made kits to send to 24 hour challenge participants and repurposed Christmas Game Day media on Netflix. See below how we reframed a cultural ritual into a win for IHOP, garnered tons of earned media, increased sales and traffic, and won even Shorty award!
