A new IHOP social media campaign is highlighting the power of personalization. The campaign ran for National Pancake Day which falls on March 8th (who knew?) On this day every year, IHOP gives patrons a free stack of pancakes and then also asks guests to donate to a charity, which is usually different each year. This year the charity was Children’s Miracle Hospital Network, and they hoped to raise $3.5 million. How did they let people know about this event? Using a new tool on Twitter known as Tailored Audiences. Using this tool, they were able to create customized GIFs and tweets to go to specific followers to get them interested in free pancakes and charity (I mean, really if you have to twist my arm…)
They used the Tailored Audiences tool to set up 37 groups based on 20 popular names and their variations. It’s kind of like a social media version of what Coca Cola has been doing with the names on bottles. Find a bottle with your friend’s name on it, and you might buy it for them, because it’s a cute idea! Find a tweet with your friend or family member’s name on it, and you might retweet it and then go buy some pancakes. Or at least that is the idea.
IHOP is actually quite good at using social media to their advantage. They have also used special Snapchat filters that guests can only access if they are at an IHOP restaurant, giving people another reason to go and get delicious pancakes, as if they needed one. Did you get your free stack?
How do you incorporate personalization into your social media game?
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