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.
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.”
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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