Free flapjack breakfasts are a quintessential part of the Calgary Stampede and every year, hundreds of them pop up all over Calgary.
For pancake lovers worried about where to get their next syrupy sweet fix, local agency Karo has the solution: the Flapjack Finder.
At FlapJackfinder.com, visitors can search by date or plug in their postal code and the distance they want to travel (from a stumble to a quest) and a map guides them to flapjack nirvana. (There were nine options for a pancake breakfast on Tuesday morning and 13 scheduled for Wednesday.)
The site offers the history of the pancake, pancake recipes, and the opportunity to add one’s own free breakfast to the database.
There are links to Twitter and Facebook, as well as the option of downloading the Flapjack Finder iPhone app. When Karo launched this in-house promotion last year, it got 5,000 unique visits for the site.
With the addition of the social networking sites, it reached that number after four days, said Scott Lawrence, director of interactive. “We already have over 400 followers on Twitter and about the same number of iPhone App downloads.”
Although the Karo crew is having fun with Flapjack Finder—like hanging pancake flippers from trees on the downtown mall or sending giant bottles of syrup to radio DJs—there’s also a serious purpose behind it.
“We want to use it on an ongoing basis to build up our brand. It’s also an opportunity to explore different marketing channels and develop case studies we can take to clients, about using social media or iPhone, for example.”
