Holiday Inn Express: Pancake Selfie Experiential Tour
Assignment
Leverage Holiday Inn Express’ SEC Nation sponsorship and increase engagement with The Pancake Selfie Express asset to build brand awareness for Holiday Inn Express and their free hot breakfast offerings which feature pancakes made in a minute flat.
Solution
MELT retooled the Pancake Selfie Express – a food truck that laser etches consumer faces onto a pancake – by redesigning the entire consumer engagement process, laser technology, and social strategy to achieve higher consumer engagement on-site and online.
Interactive
Created a web app that allowed fans to register and participate in the Pancake Selfie experience using their own devices to get their face on a pancake in record time.
Social
Created shareable timelapse pancake printing GIFs and branded stills that fans could share using #PancakeSelfie.
Total Social Reach
Total Social Engagement
Virtual Reality
Taught fans about a quality shower by creating a 360° Shower Experience with spokesman Rob Riggle.
VR Showers Taken
Talent
Partnered with local legends at each campus to entice participation in experience and get fans Game Ready.
Results
Campuses Visited
Selfie Pancakes Served
Total Pancakes Served
Gallery
Let's Melt Together
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