Pools of buttermilk batter dotted IHOP griddles to benefit Shriners Hospitals for Children on National Pancake Day. IHOP served the cakes for free all day March 1, asking the hungry guests for a donation. The campaign set a goal of $2.3 million nationally for Shriners Hospitals and other charities, and provided valuable publicity for a great cause.
esd celebrated the day by helping the Alzafar Shriners greet morning news media covering the event. Free pancakes is news, free pancakes helping sick kids is important news. esd prepared assignment editors in advance, garnering prepublicity on WOAI’s SA Living and KWEX-TV’s Tu Estillo national program.
Starting at the crack of dawn, esd coordinated appearances, including:
- Alazafar Shriners Chief Rabban Bob Jones on KSAT 12’s Good Morning San Antonio
- Assistant Rabban Tom Young interviewed by KABB-TV’s Fox News First meteorologists Shaun Stevens
- Fox News First also covered Nemnuf clowns Tate and Icebucket competing in a pancake eating contest
- KENS5’s Great Day SA reporter Eileen Teves interviewed IHOP area managers and Shriners Oriental Guide Jay Dee Thomas
flippin’ cakes and making the point
During the KENS5 live coverage, Thomas showed San Antonio news viewers the mayoral proclamation declaring March 1 Pancake Day in San Antonio, with accolades for the Shriners’ primary cause.
extensive media event, major impact
Coverage of the event extended through the day as IHOP served pancakes. In the 2010 event, IHOP served 4 million free pancakes across the country. Stack up that many pancakes, and they reach 31.5 miles high, bringing in donations that help 22 hospitals provide pediatric specialty care, innovative research and outstanding teaching programs for children.