Augmented Reality Games in the IHOP Play App

Role: Creative Direction & Digital Strategy Lead
Core Domain: Augmented Reality (AR) Experiences, Mobile App Innovation, Drive-to-Store Activation, In-Restaurant Engagement
User Journey Scope: Full Funnel (Awareness → Drive-to-Store → In-Restaurant AR Engagement → Earned Social Reach)

Executive Summary

I directed the creative strategy and UX design for IHOP’s innovative Augmented Reality (AR) campaign designed to launch two flagship Limited Time Offers (LTOs): Summer Splashers beverages and the Appetizer Sampler. The business objective was to drive foot traffic into IHOP locations and transform the physical dining experience into an interactive, branded touchpoint.

By conceptualizing and launching two custom AR games inside the IHOP Play App, we turned table tents and menu collateral into digital triggers. Guests used their mobile device cameras to scan in-restaurant print assets to unlock interactive games, generate shareable screengrabs for Facebook and Twitter, and extend campaign reach organically across social channels.

Technical & Professional Scope

Categorization	Details & Competencies
Role & Focus	Creative Direction & Digital Strategy (Mobile App Innovation, AR Gaming, Experiential Marketing)
Domain Scope	Mobile AR App Development, Tabletop Print Mechanics, Cross-Channel Digital Ecosystems
Cross-Functional Stakeholders	Marketing Strategy, Mobile App Developers, Print & Merchandising Teams, Social Media Leads
UX/UI & Production Workflow	Experiential Concepting, AR Gameplay Direction, Camera Interface UX, In-Restaurant Merchandising
Optimization & Mechanics	Physical Table-Tent Image Recognition, Social Screengrab Sharing, App Store Downloads
Lifecycle Stages	Awareness (Web & Social Promo) → Conversion (In-Store Visits) → Engagement (AR Gameplay) → Advocacy (Social Screengrab Sharing)

Key Initiatives & Strategic Impact

A. In-Restaurant AR Gameplay & Image Recognition

• IHOP Play App AR Integration: Directed the creative concept and user flow for two interactive AR games built natively within the IHOP Play App, tied directly to Summer Splashers and the Appetizer Sampler.
• Physical-to-Digital Merchandising Triggers: Utilized mobile device cameras and computer vision image recognition to transform physical in-restaurant table ads into interactive game starters.

B. Full-Funnel Digital Promotion & Driving Traffic

• Cross-Channel App Download Campaign: Leveraged IHOP’s core web ecosystem and social channels to promote downloading the IHOP Play App before visiting, establishing clear intent to visit.
• Viral Social Mechanics: Integrated built-in screengrab and photo-capture functionality within the AR games, encouraging guests to share their gameplay moments across Facebook and Twitter for organic earned media.

Workflows & Governance

• Creative Concept & Gameplay Direction: Defined the creative narrative, game mechanics, and visual design for both AR experiences to align with LTO product appeal.
• Merchandising & Technical Integration: Partnered closely with print merchandising teams and mobile app engineers to ensure high-accuracy camera tracking on table tent collateral.
• Omnichannel Alignment: Coordinated with digital marketing and social media teams to align homepage banners, email blasts, and social posts promoting app downloads and in-restaurant play.