Holiday Inn Express wanted a whole new audience to try its amazing one-button pancake machine. So we decked out a food truck with their pancake machines and planned a multi-city, 9,000-mile tour. But we knew that wouldn’t be enough. Before we hit the streets, we pushed their breakfast technology even further by combining pancakes, lasers, and selfies. So everyone could post their selfie…and then eat it. The experience resulted in 175 million PR impressions, 1.5 million social media impressions, and 283,000 activation exposures, including an appearance on the Late Night with Seth Meyers Show.

The Pancake Selfie Express was so successful, Holiday Inn Express did a second tour the next year, and we picked up an Ex Award.