The document summarizes the results of Pay It Backward Day, a social media campaign run by Second Cup on September 30, 2009 to inspire acts of kindness. The campaign far exceeded its goals, with over 20,000 participants, 6.7 million media impressions, and $15,000 raised for charity. Key metrics like website traffic, social media followers, and in-store participation all increased significantly. The campaign was deemed a great success in spreading positive messages and engaging new customers for Second Cup.