Tuesday, February 23, 2010
Social Media sells Pancakes: It can sell for your business too
I saw three of my friends on Facebook post the free pancake special at IHOP, also known as the International House of Pancakes, which meant someone was doing something right in the Social Media Department at IHOP. When I investigated further I found the Press Release for the event from Wills Communications, Inc.:
MEDIA ALERT: Free Buttermilk Pancakes on February 23 at IHOP National Pancake Day Celebration to Benefit Children's Miracle Network and Other Local Charities Media Invited to Cover -- Satellite Feed Available GLENDALE, CA -- (MARKET WIRE) -- 02/22/2010 --
WHAT:
In celebration of National Pancake Day, IHOP restaurants
nationwide will offer each guest a free short stack of buttermilk
pancakes in an effort to raise awareness and funds for Children's
Miracle Network and other local charities.
This year, IHOP is hoping to stack up more donations than ever
before, with a goal to raise $1.75 million, for a total of
$5 million in five years with its National Pancake Day fundraising
effort. To find a local IHOP or to donate online, visit
www.ihoppancakeday.com
For every delicious short stack of buttermilk pancakes served on
National Pancake Day, IHOP guests are invited to make a donation
to Children's Miracle Network, or other local charities.
WHEN: TUESDAY, FEBRUARY 23, 2010, 7 a.m. - 10 p.m.
WHERE: Participating IHOP restaurants nationwide.
Fun Facts From National Pancake Day 2009:
-- Pancake lovers donated nearly $1.5 million to children's charities, far
exceeding the fundraising goal.
-- IHOP served 2.5 million free pancakes on National Pancake Day 2009.
-- All of the free pancakes served on National Pancake Day 2009 would have
created a stack more than 20 miles high.
-- Since the inception of National Pancake Day in 2006, IHOP has raised
more than $3.25 million and given away more than 6.1 million pancakes
to support charities in the communities in which it operates.
-- National Pancake Day 2009 was IHOP's largest one-day event in the
company's 51-year history.
ABOUT IHOP For 51 years, the IHOP family restaurant chain has served its world famous pancakes and a wide variety of breakfast, lunch and dinner items that are loved by people of all ages. IHOP offers its guests an affordable, everyday dining experience with warm and friendly service. The first IHOP opened in Toluca Lake, Calif. in 1958, and as of September 30, 2009, there were 1,433 IHOPs in 50 states, Canada and Mexico. IHOP restaurants are franchised and operated by Glendale, Calif.-based International House of Pancakes, LLC and its affiliates. International House of Pancakes, LLC is a wholly-owned subsidiary of DineEquity, Inc. (NYSE: DIN).
***NOTE TO EDITORS: For centuries, the English have 'flipped' for pancakes in celebration of Shrove Tuesday, which heralds the beginning of fasting during Lent. Long ago, strict rules prohibited the eating of all dairy products during Lent so pancakes were made to use up the supply of eggs, milk, butter and other dairy products... hence the name Pancake Tuesday. While IHOP's National Pancake Day typically takes place on Shrove Tuesday, this year the company will host its free pancake event on Tuesday, February 23, extending the fundraising window by one week to maximize donations for Children's Miracle Network.
However it was this post from a friend on Facebook that informed me of the special.
I love this example because it proves that Social Media can have a more powerful effect than the typical Public Relations road map. News sources are inundated with Press Releases and getting someone to notice it is nearly impossible, but social media brings it straight to the masses with a niche giveaway, video, or _________ (fill in your creative idea for your business). It was my friends’ enthusiasm to share a day of free pancakes that caught my attention not a fancy TV Commercial, Radio Ad, or Press Release … and that is the power of Social Media for your business regardless of size. What can your business offer to have people so excited that they want to share it with all of their friends on Facebook, Twitter, and even old school email? Plan it today.
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