Viral Marketing Campaigns: IHOb & Paving for Pizza

Summer time has brought a wave of creative marketing campaigns that are hitting grand slams. First, IHOP started a big buzz by announcing they are changing their name to IHOb. Not long afterward, Domino’s launched their Paving for Pizza campaign.

IHOP - IHOb

Since the 1950s, IHOP has been a leader in the breakfast game – famously known for their fluffy pancakes. However, the restaurant chain has caused quite a stir among its loyal customers by temporally changing their name to IHOb. International House Of… Burgers.
The name change was part of a campaign to promote their launch of IHOP’s (or rather, IHOb’s) new range of burgers. Feedback from customers has been both positive and negative. This feedback has taken the campaign viral, with social media users talking, battling, and engaging across the internet.

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While name changes haven’t always been successful, IHOP has successfully created a massive buzz and now virtually everyone knows that burgers will soon be available.

Domino’s – Paving for Pizza

Changing pace from IHOP, Domino’s has taken on a campaign with far less controversy: repairing the American road infrastructure one pizza at a time. While this is much more of a publicity stunt than an infrastructure initiative, Domino’s has partnered with US cities with a Domino’s store presence to fix America’s crumbling streets.

“Potholes, cracks and bumps in the road can cause irreversible damage to your pizza during the drive home from Domino’s,’’ the eatery warns. “We can’t stand by and let your cheese slide to one side, your toppings get un-topped, or your boxes flipped. So, we’re helping to pave in towns across the country save your good pizza from these bad roads.”

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The program is accepting nominations for towns to assist. The nomination forms makes no guarantees about road work ever getting done (which makes Domino’s no worse than the government on this topic) but does allow for the purchase of a large carry-out pizzas for $7.99.

Check out more on the Domino’s initiative at Entrepreneur!

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