QUICK NAVIGATION
THE SOLUTION
A&E and IHOP, part of Dine Brands, flipped over the idea of building a Tiny House of Pancakes. Leveraging the talents of Tiny House Nation’s Zack Giffin and John Weisbarth, A&E produced a series of short-form content documenting the project from concept to build to the final reveal. The fully functioning Tiny IHOP served up big stacks of brand awareness with the segments airing on A&E’s HOME.MADE.NATION Enthusiast block and fyi, network.
The Tiny IHOP is a mere 170 square feet and equipped with a functional kitchen, pancake griddle, restaurant seating for six and IHOP staples such as a syrup caddy stowed in custom-built shelving.
From this campaign, IHOP offered fans a once-in-a-lifetime dining experience: a meal in the world’s tiniest IHOP restaurant with a one-of-a-kind menu inspired by popular IHOP dishes. Reservations were available exclusively to members of MyHOP, the brand’s pancake perks program, in partnership with Yelp as a platform to help further execute the reservation.
A&E Home.Made Tiny IHOP Part 1
A&E Home.Made Tiny IHOP Part 2
A&E Home.Made Tiny IHOP Part 3
CAMPAIGN RESULTS
Media outlets that covered the Tiny IHOP activation were: INSIDER, Business Insider, iHeartRadio, House Beautiful, Elite Daily, Thrillist, Yelp, AOL and Distractify.
Generated more than
937M
impressions
The Tiny IHOP activation has been covered in
82
media outlets
Source: Devries Global, 2019.
RESEARCH HIGHLIGHTS
93%
say they appreciated the accurate depiction of the Tiny IHOP (e.g., blue steel roof and logo with a smile).
87%
appreciate IHOP for supporting A&E.
86%
appreciated IHOP for sharing this fun and entertaining content.
84%
are likely to visit an IHOP restaurant.
83%
say that IHOP fits naturally with HOME.MADE.NATION.
69%
are more likely to try an IHOP menu item they haven’t tried before.
61%
say this partnership gave them a better impression of IHOP.
Source: A&E Access Panel Study, 11/20/19-12/9/19.