Who doesn’t love free food? Brands like Taco Bell, 7-11, and Einstein Bros. have all created fake holidays to hawk free products. IHOP has also devoted a day to its signature dish for the past five years (National Pancake Day, February 25th), it’s partnered with Children’s Miracle Network to be more than a stunt: it’s a reason for celebration.
Free short stacks (three hotcakes) were offered at participating branches in the hopes that hungry patrons would give donations on the way out.

Using a well-oiled Facebook page and a feature-heavy site, the brand conquered both a single and five-year goal gaining $2.1 million overall. However, was there the opportunity to rake in even more dough?

Well, as it turns out Pancake Day’s buzz took over the Twitterverse—the brand remained a trending topic much of the week and was certainly the most discussed that day. But IHOP’s Twitter account? Nonexistent (although few individual locations do tweet independently).

While IHOP successfully stirred (and guided) Facebook conversations, a significant, entirely user-generated dialogue had developed elsewhere. It, perhaps, missed a great opportunity to raise even greater support.

A brand’s social media plan must contain a number of ingredients—so mix well!

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