Holiday Inn Express Serves Up Pancake Selfies on Tour
The only thing better than getting your hands on a stack of hot pancakes drizzled in maple syrup is getting your hands on those pancakes fast. Holiday Inn Express got the word out about its one-touch, one-minute pancake machines with a mobile campaign that turned its signature pancakes into signature portraits.
The five-week Pancake Selfie Express Tour traveled in a food truck outfitted with five pancake machines and three pancake laser etching stations. Consumers were invited to snap a selfie through an iPad and then visit The Stack Machine (the crowdsourced name given to the pancake machines in an earlier part of the campaign) to press the button and wait for their one-minute pancake samples. When they were done, their pancake selfie was ready to eat (yep, they were edible, too) and share on social media with the hashtag #PancakeSelfie.
How did it work? On the backend, the selfie images were transferred via Bluetooth to a laptop where a proprietary software placed the image into the correct setting that enabled a laser etching machine to print each consumer’s selfie image right onto the fluffy pancake.
Just mid-way through the tour, the initiative reported more than 224 million p.r. impressions and 181,000 social media impressions. Number of pancakes served: 1,480 and counting.