We turned a fantasy football punishment into a big win.
IHOP noticed a trend: fantasy football managers who finished last in their leagues were spending 24 hours at their restaurants as punishment, where every pancake they ate knocked an hour off.
We figured if people were going to suffer, we should help. So we teamed up with Malik Nabers, star WR whose injury-filled season wrecked countless fantasy teams, to launch Bottomless Pancakes.
The internet definitely approved.
And we sent around punishment prep kits to a bunch of (fantasy football) losers, packed with all the IHOP 24-hour challenge essentials.
And for a campaign all about losing, we won a bunch of awards.
Check out the case study video.