Breakfast dining chain IHOP will be going real-time the old fashioned way on Friday, setting up a "pop-up" dining experience in the middle of Times Square.
The experiential marketing stunt
will feature a "portable" dining booth serving passersby samples of the chain's new Griddle Melts breakfast sandwiches.
The pop-up booth, which will be located at 44th
and Broadway, will also capture real-time reactions from "real people" (you know, actual consumers) who will appear in a national TV ad campaign backing the Griddle Melts rollout.