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 New York's 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.