IHOP is turning the viral fantasy football
“last-place punishment” trend to its advantage in its campaign for new Bottomless Pancakes.
The “last-place punishment” trend refers to a long standing tradition
for the team that finishes last in their fantasy football league to spend 24 hours just eating pancakes at IHOP.
The brand decided to turn “defeat into delicious fun,” by making
the “punishment” into a promotion for its new Bottomless Pancakes, which are available now with select breakfast combos.
IHOP tapped the New York Giant’s wide receiver Malik
Nabers, who himself didn’t fare well this NFL season due to an injury, to promote the limitless pancakes. In a now viral video, seen here, Nabers is at an IHOP on crutches, describing how the chain wants to help out losing fantasy players with bottomless pancakes. “Just
like you helped everyone’s fantasy team this season?” chides a waitress. A child runs up to Nabers, at first appearing excited by the sports star -- but then says, “I wasted my first
round draft pick on you!”
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“Fantasy football has turned into a cultural obsession rooted in friendly and intense competition, and we saw an opportunity to create real-time
engagement by flipping those last-place blues into a winning experience for everyone,” says Lawrence Kim, IHOP president, in a statement. "Bottomless Pancakes give everyone, even last place
finishers, a reason to smile, and that’s what IHOP is all about.”
The ad broke on broadcast late last month and continues to run nationally and on the brand’s social media
platforms.
IHOP has also brought back its popular tabletop syrup caddies in honor of the promotion, including Old-Fashioned, Blueberry, Strawberry and Butter Pecan flavors.