IHOP is using "expandable and interstitial" mobile ads within the Pandora application to publicize its Griddle Melts, writes Rimma Kats. The ad redirects clicks to a Facebook page for followup "likes." "The IHOP campaign is a very attractive, mouth-watering and colorful campaign that is extremely well designed and executed," says Simon Buckingham, chief executive of Appitalism.
Exec: IHOP mobile push for Griddle Melts is "mouth-watering"
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