flip’d by IHOP
flip’d by IHOP is a new fast casual version of IHOP. Their first stop: College.
Solution: Create a personality within the IHOP family that matches the audience.
Meet Flip, IHOP’S little brother. Like most little brothers, they like to annoy their older siblings.
To introduce Flip to the world, he’ll hack IHOP’s social media accounts.
And like all little brothers do, Flip will eventually have to apologize to his older sibling, IHOP.
To drive all the buzz in-store, we’ll have a limited edition “I’m sorry” meal.
Customers will be able to purchase free meal coupons and gift them to their friends.
Once redeemed, the friends would receive their box revealing a special surprise (it’s a mini pancake).
As new flip’d locations open, we’d advertise the location
with a flipped “IHOP coming soon sign.”
To reach different audiences and keep it in the family, IHOP can create more characters.
Who’s to say flip’d doesn’t have an Uncle, a sister or even a partner?
w/ Rolang Piocuda (st) + Andi Wenck (experience designer) + Leslie Townsend (st) + Edo Ohayon (cw) + Max Lichtfuss (creative brand manager)
If you’d like to see what the 5 day sprint felt like …