IHOP's New GIF-Powered Ads Are Targeting 7.3 Million Twitter Users by Name

National Pancake Day effort's for a good cause, too

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IHOP is running its annual National Pancake Day campaign until the big day, March 8, when the chain gives away free stacks of flapjacks and asks patrons to donate to a good cause. This year, proceeds will go to Children's Miracle Network Hospitals, and the brand's goal is to raise $3.5 million. 

Interestingly, the Glendale, Calif.-based company is using personalized Promoted Tweets that include GIFs and Twitter users' names in each ad. IHOP is employing the platform's Tailored Audiences feature, targeting approximately 7.3

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