A machine that printed your selfie onto a fresh hot pancake.
The brief: leverage Holiday Inn Express’ SEC Nation sponsorship and put The Pancake Selfie Express to work — building awareness for the brand’s free hot breakfast and pancakes made in a minute flat. MELT overhauled the consumer engagement process end to end — modernizing the laser technology that prints fans’ faces onto pancakes and developing an interactive web app that let fans register and join the experience from their own devices. Every pancake became content: shareable timelapse GIFs of the printing process and branded images fans pushed out under #PancakeSelfie. A 360° virtual reality shower experience featuring spokesman Rob Riggle showcased the brand’s premium showers, while local celebrity partnerships across college campuses drove participation on gameday.
