Denny’s Super Bowl free ‘Grand Slam Breakfast’ brings 2 million diners

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Denny’s Super Bowl free ‘Grand Slam Breakfast’ brings 2 million diners

Friday, February 6, 2009

Denny’s 1,600 chain restaurants across North America, Puerto Rico and Canada, were slammed for eight hours Tuesday with hungry patrons standing on sidewalks for nearly two hours to take advantage of the $5.99 “Grand Slam Breakfast” giveaway.

Denny’s, a dining chain with annual revenue of about $900 million, has advertised in a TV commercial Sunday during the Super Bowl XLIII that it would give away its signature breakfast from 6 a.m. until 2 p.m. local time Tuesday, at all its restaurants in the U.S., Canada and Puerto Rico, while supplies lasted.

Denny’s Diner has promoted the iconic dish giveaway heavily, with a bold 30-second appeal ad that aired during the third quarter of the Super Bowl 43 on Sunday, plus another 15-second ad during the post-game show, offering a free breakfast to some 90 million viewers. In addition, it has placed a full-page ad in USA Today‘s Monday edition. The promotion was further announced on The Today Show and notices were also sent out to the chain’s “Denny’s Breakfast Club” members.

The NBC ad, which was bought to unveil a new promotion for customers squeezed by the recession, may have cost as much as $3 million, said Nelson Marchioli, CEO of Denny’s Corp. Super Bowl XLIII’s 30-second commercial time slot costs $2.4 million–$3 million for the airtime alone, excluding production and talent costs.

The game was televised live by the US NBC Sunday Night Football and Canada’s CTV Television Network. BayTSP has reported that, “as of 10 a.m. Wednesday, commercials that initially aired during NBC’s Super Bowl XLIII broadcast subsequently had been watched online more than 28 million times.”

“The promotion has a total cost of $5 million U.S., which includes $3 million for the commercial on NBC,” said a Denny’s spokesman, noting also that the company received about $50 million in news coverage, most of which was positive. According to a Denny’s representative, two million people walked through the restaurant chains’ doors Tuesday, and each Denny’s restaurant served an average of 130 Grand Slams per hour.

With the “Denny’s Feeds America” promotion, the company has reported 14 million hits on its Web site between Sunday night and Monday morning. Denny’s shares rose 6 cents, or 3.1 percent, to $1.98 in afternoon trading. The stock has traded in a range of $1.18 to $4.10 over the past 52 weeks.

“Denny’s free Grand Slam” has ranked in the top 10 Google searches early Tuesday and fell to No. 18 by the end of the promotion, while “denny s locations” was #9 on Google Trends, which tracks fast-rising searches. It has also held spots No. 1 (Denny’s) and 7 (Grand Slam) on Twitter‘s trending topics. It has generated much chat on Twitter, garnering 1,700 tweets on Tuesday, compared with its average of 59. Doritos, winner of the USA TODAY survey for best Super Bowl spot ad, had 933 mentions after reaching a peak of almost 3,300.

The idea of the TV ad was to get people to come in and re-evaluate Denny’s Diner. “A lot of people have forgotten what Denny’s is, or they think they know, while we’ve come out with a whole lot of new products. We felt like we needed to jump start the brand,” Denny’s Chief Marketing and Innovation Officer Mark Chmiel said.

“We’re celebrating the Grand Slam this year,” Chmiel said. According to the company’s financial data, on January 15 Denny’s reported systemwide comparable-store sales for the fourth quarter were down 6.1 percent, compared to a 0.2 percent decline from the same period in 2007.

According to Robert Gonzalez, public relations company Hill & Knowlton spokesman, Denny’s has expected at least 2 million people to eat a free Grand Slam by the end of the promotion. “Every restaurant is packed with people and lines,” Gonzalez said. “Everything today is about fast. People are on the go, and they’re eating fast food. It’s cutting into sit-down dining,” he added.

“Each of the more than 1,500 Denny’s were planning to make about 100 Grand Slams an hour,” Denny’s spokeswoman Cori Rice said. It had predicted it will have served about 1,400 people per location, more than five times the normal volume. “Grand Slam Breakfast” is a four-item option on its menu, consisting of two pancakes, two eggs, two strips of bacon and two sausage links. It weighs in at 44 grams of fat, 56 carbohydrates and 770 calories.

Nationwide, Denny’s expected to sell about 2 million Grand Slams — about 15 percent of the annual tally. According to Mark Chmiel, chief marketing operator and executive vice president, the diner chain has reported approximately 2 million meals worth more than $12 million were given away nationwide and each Denny’s restaurant served an average of 130 Grand Slams per hour. It estimated it has earned about $50 million worth of public relations following the free Grand Slam campaign, Chmiel said.

The company is also experimenting with a Grand Slam Burrito and also has introduced for this year, a Grand Slamwich, which includes eggs, bacon, sausage and cheese between two slices of bread, with a teaspoon serving. “It already has shown strong consumer appeal,” said Chmiel. The company has received flood of e-mails and letters proving the positive impact of the Grand Slam campaign and commercials on its customers.

Chmiel also announced he’s planning a third major promotion in this year’s third quarter, which happens to include another major sporting event, the World Series. “That’s one we’re definitely looking at,” he said.

Jobless Paris Winslow of downtown San Francisco, California has joined the long line which stretched from the front door on Mission Street, between Fourth and Fifth streets, to the corner of Fourth and up the block. “The economy is getting kind of scary. This line looks like those pictures of soup kitchen lines during the 1929 Great Depression,” Winslow said.

“I came all the way from San Francisco for a free $6 meal, Isn’t that pathetic? A year ago, I never would have done this. These days I’m willing to put my ego on the back burner,” said Stephen Weller, a jobless contractor who waited with his dog, Emmett. California Denny’s restaurant managers have issued rain checks (for free chilled meals, as security backed by actual bacon) to anyone who failed to get in by the 2 p.m. deadline.

A big eater could also “Slam It Up” by adding any two additional items for 99 cents each to their meal. Customers on Tuesday were also handed “bounceback” coupon books that include offers for additional free menu items with purchases. Chicago Tribune reporter Kevin Pang has eaten five free Grand Slams on Tuesday at five different Denny’s Diners in four hours. He claims to have consumed 4,100 calories at Harwood Heights, 5:36 a.m, at Schiller Park, 6:22 a.m., at Franklin Park, 7:08 a.m., at Melrose Park, 7:41 a.m. and at Grand Slam No. 5 Oak Park, 8:57 a.m.

“The Grand Slam has always been a Denny’s favorite. This free offer is our way of reacquainting America with Denny’s real breakfast and with the Denny’s brand,” Denny’s CEO Nelson Marchioli said in a statement. In 1977s, the Grand Slam started as a baseball-related promotion in Atlanta, Georgia. Its normal price averages around $5.99. Marchioli said the event was also a way to kick-off its “Year of the Grand Slam” promotion. Denny’s claimed it has sold 12.5 million Grand Slams a year.

“The economy’s tough and people are jumping all the way to fast food to try to figure it out. We all use fast food, whether it’s for time or convenience or for money. But you can go to Denny’s and you don’t have to give up a real breakfast and that was the whole focus of our commercial,” Marchioli explained. McDonald’s (MCD, Fortune 500) has done well during this economic meltdown since the global recession pushes people toward less expensive dining options.

McDonald’s has announced plans Wednesday to open 175 new restaurants in China this year despite the global economic crisis, thereby increasing the number of outlets in China by 17 percent, from 1,050 currently. Last month, McDonald’s 2008 net profit has risen 80 percent from 2007 to 4.3 billion dollars.

Marchioli has also introduced Denny’s $4 Weekday Express Slam, which is a streamlined version of the Grand Slam. “I want to take back share. For too long, we have allowed others to take share, whether it was Starbucks or McDonald’s. They’re fine competitors and I don’t expect to take all their business from them, but I’d like a little bit back,” Marchioli noted.

According to Rafi Mohammed, author of “The Art of Pricing,” people love free. “It triggers a Pavlovian response in people,” said Mohammed. If Pavlov’s dogs salivate when a bell rings, Denny’s free Grand Slam breakfast has attracted 2 million hungry customers. “I believe free maximizes trial and doesn’t devalue a product as long as it is a rare event. Aside from the cost, the major downside is that it attracts customers who truly have no intention of coming back,” he added.

According to University of Portland consumer psychology professor Deana Julka, people flock to free promotions amid just a few dollars saving because there’s nothing in life for free. “So when there’s something out there that costs nothing, it creates a psychological rush. Especially in these times when people feel overtaxed or overburden, there’s an internal reward people feel by getting something for free,” she said. “It’s being thrifty and feeling like you beat the system. Free really hits the spot for a lot of people,” Julka added.

“Free is an emotional hot button. When free is concerned, there is no downside – or, at least, we don’t see the downside immediately. So we overvalue everything that is free. People love free stuff, particularly when money’s tight,” said Dan Ariely, a business professor at Duke University, author of “Predictably Irrational: The Hidden Forces That Shape Our Decisions.”

Experts, however, explained these moves need to be done sparingly, since giveaways can teeter in the balance between desperation and a well designed marketing ploy. “Giving your product away for free is not worth it because it undermines your brand value,” said branding expert Rob Frankel, saying people are attached to the idea of it being free, than the actual product itself.

Free giveaways are not anything new in the food industry. “It just feels good when you can get something for free and not have to worry about it coming out of your wallet,” Frankel noted. Dunkin’ Donuts and Panera Bread all have had free coffee and food promos last year. “In November, Starbucks gave away free cup of coffee to anyone who came in on Election Day. Have you taken a look at how Starbucks is doing now?” Last week it has announced it would shut down 300 stores, in addition to the 600 it already planned to close.

On February 24, IHOP will be offering a free shortstack to every customer to encourage donations (in place of the cost) for Childrens Miracle Network. The International House of Pancakes (IHOP) is a United States-based restaurant chain that specializes in breakfast foods and is owned by DineEquity. The chain had more than 1950 restaurants in all 50 states, the U.S. Virgin Islands, Canada and Mexico. Since 2006, IHOP’s National Pancake Day celebration has raised over $1.85 million. In 2008, over 1.5 million pancakes (12 miles high if they were stacked) were given to customers for donations.

Denny’s (“Denny’s Diner”) is a full-service diner/family restaurant chain in the United States. It operates over 2,500 restaurants in the United States (including Puerto Rico), Canada, Curaçao, Costa Rica, El Salvador, Jamaica, Japan, Mexico, and New Zealand). The resto chain is known for always being open, serving breakfast, lunch, dinner, and dessert around the clock.

Today, Denny’s operates about 1,600 restaurants in all 50 U.S. states, Canada and Mexico. There are also about 578 Denny’s restaurants in Japan operated under a license by a subsidiary of Seven & I Holdings, seven Denny’s locations in New Zealand, and approximately 38 Denny’s diners in the United States. Denny’s headquarters is now located in Spartanburg, South Carolina, headquarters of the parent company Trans World Corporation that acquired Denny’s in 1987.

Denny’s was historically notable for offering a free meal to anyone on their birthday. The offer included a limited number of meal options from a special birthday menu. The promotional ritual ceased in 1993, though occasionally individual franchises will continue the tradition.

In 2008, Denny’s has ceased to be in the ranks among the top diner chains in the $83 billion breakfast market, whose top five firms — McDonald’s, Starbucks, Dunkin’ Donuts, Burger King and IHOP — accounted for 22 percent of the volume. “A lot of consumers have written Denny’s off their let’s-go-there list,” said Ron Paul, president of Technomic, a consulting firm.

Super Bowl XLIII was an American football game between the American Football Conference champion Pittsburgh Steelers (15–4) and the National Football Conference champion Arizona Cardinals (12–8) to decide the National Football League (NFL) champion for the 2008 NFL season. It was played on February 1, 2009, at Raymond James Stadiumin Tampa, Florida. It has an attendance of 70,774 and 98.7 million viewers. Pittsburgh earned its sixth Super Bowl win, thus securing sole possession of the record for most Super Bowl wins.

Ten April Fool’s pranks of 2009

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Ten April Fool’s pranks of 2009

Friday, April 3, 2009

April Fools’ Day pranks harmlessly pervaded worldwide again this year. Media outlets and internet sites have joined family, office workers, and friends to provide a wide variety of practical jokes. Ireland, France, and the United States celebrate April Fools all day, whereas a few countries celebrate jokes only until noon such as the United Kingdom, Australia, New Zealand, Canada, and South Africa.

Car and Driver claimed that GM and Chrysler were ordered out of NASCAR by the White House by the end of 2009 in order to receive any more government loans. There are press releases about this short-lived prank which received controversial feedback.

The Swiss Tourism Board has announced that volunteers were desperately needed, The Association of Mountain Cleaners “makes sure that our holiday guests can always enjoy perfect mountains. Using brooms, brushes, water and muscle power, they clean the rocks of any bird droppings.”

This year Gmail produced a new autopilot feature for April 1, 2009 which can read your email and automatically respond to every message.

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BMW released its new Magnetic Tow Technology which allows your BMW to magnetically attach to the vehicle ahead of you. This enhanced technology allows the driver to remove their foot from the gas pedal and turn off the motor.

The Guardian proposed its move to Twitter, which would allow the newspaper to fit its article content into 140 character messages or “tweets”. Included in this venture was the archiving of past events reported by The Guardian, such as, “1927 OMG first successful transatlantic air flight wow, pretty cool! Boring day otherwise *sigh*”

Google’s technological break through for April Fool’s Day was CADIE, (Cognitive Autoheuristic Distributed-Intelligence Entity). By extracting internet search patterns combined with Brain Search, a part of CADIE technology, Google can now search your thoughts and memories.

Wikipedia even fooled Fox News who claimed that “every item on the home page of the user-generated site Wikipedia is fake. The featured Wikipedia article regaled the “Museum of Bad Art” in Boston.” However, each item on the main page was based on reality — even news articles such as NASA reports a shower of diamonds over the Republic of Sudan, which was based on a meteorite which passed over Sudan whose fragments did reveal diamonds upon discovery.

The Conficker Internet worm had been in the news warning of a worst case scenario when computers worldwide would be affected by the virus. Even the chief security adviser for Microsoft, Ed Gibson, didn’t want to make any predictions about what would happen. Experts just knew that it was set to go off on April 1. Several anomalous happenings were attributed to Conficker including Leroy “Mac” MacElrie who claimed to be the programmer of the Conficker worm and turned himself in to police.

Hotels.com ran an advertisement offering hotel room bookings on the moon which would be offered on European websites starting at £800 a night.

Qualcomm ingeniously revealed a new wireless networking technology called wireless convergence. Making use of the flight patterns of pigeons. They then use innovative solutions to converge the birds with wolves to protect the internal improvements.

Media outlets were not the only ones pulling pranks. Gaming websites across the internet Blizzard, Joystiq, and affiliates posted reviews and announcements of games with tongue in cheek. YouTube offered viewers a unique April Fool’s experience as videos were offered upside down. In Ireland, U2 fans received a U2opia concert on a shopping centre roof top concert rather than the real thing.

500 stranded melon-headed whales rescued in Philippine bay

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500 stranded melon-headed whales rescued in Philippine bay

Saturday, February 14, 2009

Philippine fishermen, volunteers and authorities with dozens of fishing boats have joined hands in guiding back to sea about 500 disorientated melon-headed whales that were stranded in the shallow waters near the mouth of Manila Bay delta in the Bataan Peninsula.

The gentle mammals were first spotted swimming back and forth and straying very dangerously close (about a mile or 1.6 kilometers) to the shores of the coastal towns of Pilar, Orion and Abucay 135 kilometers northwest of Manila at around at around 4:00 am on Tuesday, said Philippine Coast Guard (PCG) Commodore Luis Tuazon and Bataan Governor Enrique Garcia Jr.

The Philippines Bureau of Fisheries and Aquatic Resources (BFAR) said its has responded to the reported mass “stranding” of whales off Pilar coastal waters in the province of Bataan where the famous and historic Corregidor Island is located.

Using dozens of fishing boats with machines shut down and bare hands, more than 100 village fishermen and volunteers along with BFAR, local police and Philippine Coast Guard personnel have joined the massive rescue. With great difficulty, the emergency team has waded into the chest-deep water, clapping their hands and hitting the surface to guide and drive the whales farther away from the coastal shore to deeper waters.

“The mammals were at first thought to have been dolphins, but experts then identified them as melon-headed whales,” local veterinarian Mariel Flores said. “This type of whale can be easily mistaken for dolphins because of their size and their teeth, which resemble those of dolphins. The mammals have ears that are sensitive to large changes in pressure underwater,” she added.

This type of [melon-headed] whale can be easily mistaken for dolphins because of their size and their teeth, which resemble those of dolphins. If their eardrums are damaged they become disorientated and they float up to the surface.

“It looked like they never wanted to leave. They looked sad,” said Rodolfo Joson, a village councilor. Joson and his son, Joey, a fisherman like him, have rushed home at about 4 a.m. to report the pod sighting. “It was still dark when we waded into the water. The whales were about 200 meters from the shore. The water was up to my neck. We first checked their conditions by playing with them. They did not repel us or leave. They were making hooting sounds,” Joson explained the mass beaching. “It seemed they were running away from waters that they didn’t like. Dolphins are happy and strong creatures. They raced with ships,” he added.

A post-mortem examination has revealed that four dead whales found beached farther up north in Abucay, Bataan, include two adult females, one of which was pregnant, while the other gave birth to a calf that also died, said Dr. Lemnuel Aragones of Ocean Adventure in Subic Freeport who did the necropsy at the Bataan fisheries office in Balanga City.

This is the first time that such large numbers of dolphins had been stranded in the Philippines. “We are trying to come up with a possible explanation to this unusual occurrence. It could be that the dolphins had lost their bearings and inadvertently ended up on the shallow portion of the coast unable to extricate themselves,” said Dr Lemuel Aragones, Associate Professor at the UP Institute of Environmental Science and Meteorology.

Dr Aragones, who holds a PhD on Tropical Environmental Studies (Marine Ecology) from Australia’s James Cook University, explained that “the melon-headed whales of the dolphin family have sophisticated navigation systems that operate on a principle similar to sonar instruments used in submarines. Like humans, dolphins also follow a ‘leader’ of their pod. It is possible that the leader of this dolphin [pod] had somehow lost its way. In turn, the leader’s acoustic system, which serves as its guidance system, might have been impaired,” the marine expert elaborated.

Dr Aragones said “BFAR, UPIESM, and the Ocean Adventure Marine Park in Subic started the Philippine Marine Mammals Stranding Network (PMMSN) in 2005 as a response to cetacean strandings or beachings.” She cited the PMMSN training received by BFAR officers in Bataan during Tuesday’s mass beaching. She has asked the government to release funds for marine mammal studies.

The two adults had damaged eardrums, Alberto Venturina, the provincial veterinarian, said. “Dolphins with injured eardrums become disoriented, cannot dive for food and are too weak to swim and just flow with the current. If it’s a sick leader, the animal needs to be identified and taken out of sight of the rest of the pod so the healthy dolphins could be prodded back to sea,” he added.”The two animals were identified as melon-headed dolphins, weighing about 250 to 300 kilograms (550 to 660 pounds),” explained Venturina, adding “the third dolphin was only a month old and measured barely a meter long. Its gender had not yet been determined.”

According to Nelson Bien, head of the Fisheries Resource and Management Division of BFAR Region III, a necropsy by BFAR, the provincial veterinarian, and veterinarians from the Ocean Adventure in Subic Freeport has traced the cause of their death to drowning.

The marine doctors have determined that the marine mammals might have drowned after failing to extricate themselves from the fishing nets or “baklad,” explained Dr. Mundita Lim, director of the Protected Areas and Wildlife Bureau (PAWB) of the Department of Environment and Natural Resources (DENR). “There were no injuries to their ears, like visible lesions, but the possibility of an acoustic problem or trauma is still there,” Dr Lim explained, saying, “more tests, like analysis of tissue samples and MRI tests will have to be done to see if there were other injuries to the animals not visible externally.”

They are sending tissue samples to the University of Philippines in Los Baños, Laguna for analysis. “If it was something like climate change, then it would be a bigger environmental problem,” Lim added.

A fourth and pregnant one was also found dead in the village of Tortugas in the town of Balanga, Bataan, said Bien, saying they were investigating the incident and would conduct a “water quality and water parameter test” to determine why the dolphins beached to shallow waters. The condition of melon-headed whale found at Talisay River and taken to Ocean Adventure in Subic Freeport has improved amid forced feeding and treatment of its 2 wounds, said Nilo Ramoso, Biologist III, Pawikan Conservation Project.

Dr. Westly Rosario, BFAR Center chief in Dagupan City, has reported that BFAR personnel were also investigating a “problem in the water, probably chemical pollution,” to explain why the dolphins beached and sought shelter in the shallow waters. The dolphins have faced the same direction and their blowholes above water, they seemed to be avoiding something. “The dolphins were behaving in the same way, they have the same action. People were trying to drive them back into the sea but they refused. There could be chemical pollution somewhere which they were avoiding,” Rosario explained.

Dolphins’ disorientation is sometimes caused by the changes in earth’s magnetic field “that cause the dolphins’ navigational mechanisms to go haywire,” Dr. Edgardo Gomez, professor emeritus of the University of the Philippines Marine Science Institute, said, adding that “it could also be chemicals in the water that affected the dolphins, although this should be proven by water tests.” Philippine marine biologist Rizza Salinas said a possible cause for the stranding of large pods of distressed whales is that there could have been illegal dynamite fishing in the area.

“This is very strange. What is also unusual is they appeared disoriented. I am on my way to Bataan on board BFAR’s patrol vessel. We will look into the situation. Our patrol boats are also on their way to the area. We are also getting experts on stranding,” said BFAR director Malcolm Sarmiento Jr. Sarmiento, explaining that the highest number of stranded dolphins recorded by the BFAR was only 20 to 30. “It’s something unusual. It’s the first time that such a large pod has entered Manila Bay, and is acting strangely,” Sarmiento added.

“Most strandings are caused by seaquakes, heat wave or disturbances at sea. Such disturbances affect the pressure underwater, which subsequently affects the dolphins’ eardrums and sense of balance, leading to their “disorientation.” The creatures then will avoid diving in deeper parts of the ocean and will swim to shallow areas. They came from the north and were headed towards the South China Sea,” Sarmiento explained, adding that the unusual occurrence may have also been caused when the pod could have been following a sick or injured leader.

Sarmiento has appealed to the public not to inflict harm on the dolphins, which are considered threatened species. “Please do not harm the dolphins because they are already endangered. The authorities should also prevent the people who want to inflict harm on the creatures. They should be arrested, if needed.” Melon-head dolphins are considered threatened species — meaning they are likely to become endangered in the future.

“At around 12 noon, the dolphins were finally guided to the open seas, but residents in Hermosa near Mariveles were surprised to see the dolphins near their shoreline, but around 4:30 pm, all the dolphins have left the shoreline and swam towards into deeper waters,” said Governor Garcia.

“The dolphins swam parallel back to Abucay, Hermosa, and Manila Bay before they were eventually herded farther offshore. There are theories that this phenomenon was a result of the Monday night lunar eclipse. The Fisheries Bureau will know after their tests,” Garcia added.

Having suspected the dolphins’ habitat must have been disrupted, forcing them to flee and seek refuge in shallow waters, Senate of the Philippines Majority Leader, Juan Miguel Zubiri on Tuesday asked experts to probe the cause of the sudden appearance of more than 300 electra dolphins near the shores of Pilar town in Bataan province Tuesday morning.

Senator Zubiri wanted the experts to examine the possibility that an earthquake study, involving an undersea experiment using blasting in the South China Sea by the Lamont-Doherty Earth Observatory (L-DEO) – a collaborator of Columbia University – caused the abnormal behavior of the small whales.

Citing an International Union for Conservation of Nature research concluding that the melon-headed whales may have been distracted by the South China Sea study, forcing the dolphins to wander in the shallow waters, Senator Zubiri said that “the earthquake study is a sea floor investigation project in the exclusive economic zone that includes Taiwan, China, Japan and the Philippines for its earthquake research. On top of saving stranded dolphins, we should find the cause for the tragedy in order to avoid them in the future and to be prepared when it occurs again,” he explained.

But according to Erlinton Olavare, Philippine Institute of Volcanology and Seismology (PHIVOLCS) science research specialist, “no significant event was recorded by their stations in Bolinao, Sta. Cruz and Lubag, near Pilar at the time the dolphins were stranded Tuesday.”

Department of Environment and Natural Resources Secretary Jose L. Atienza, Jr. said Bataan Gov. Enrique “Tet” Garcia on Wednesday confirmed there was dynamite fishing in his province. “I asked him [Garcia] and he confirmed it. He also said he was battling this illegal activity,” said Atienza. “The causes of the acoustic trauma could have been sound waves caused by dynamite fishing or sounds emitted by passing ships or seaquakes,” Gov. Garcia said.

“Dolphins are a ‘cohesive’ group and that they follow where their leader takes them. If the leader of the dolphins was sick, then the animal could have committed a “navigational error” and led the rest of the group to shore,” said the Whale and Dolphin Conservation Society (WDCS).

“The pod of melon-headed whales (dolphins) on Manila Bay were injured by a rather nasty group of more than 120 undersea earthquakes. The swarm started with a small magnitude-4.5 event on December 21, 2008. Things got red-hot on January 3, 2009 when a magnitude-7.6 event erupted near the water’s edge on Papua Island in Indonesia, 700 miles southeast of Davao City in Mindanao. The 7.6 magnitude quake was followed by more than 120 major aftershocks each one capable by itself of inflicting injury on a pod of dolphins,” said Capt. David Williams, a retired marine mammal researcher, a commercial sea captain for 40 years and active whale conservationist.

Capt. Williams explained that whales and dolphins have small air sacs (pterygoid sinuses) that surround each inner ear and help then sense sound direction underwater. A damaged pterygoid air sac results in the loosing of echonavigation and echolocation. “In summary, my Seaquake Theory indicates that barotrauma, as a result of exposure to potent earthquake-induced changes in ambient pressure, solves the centuries-old mystery of why whales and dolphins mass-strand on beaches around the world,” Capt. Williams concluded.

An explosive blast and explosive decompression create a pressure wave that can induce barotrauma. The difference in pressure between internal organs and the outer surface of the body causes injuries to internal organs that contain gas, such as the lungs, gastrointestinal tract, and ear.

According to the Natural History Museum experts, whale and dolphins can become confused, mis-read the Earth’s magnetic fields, fear certain sounds and get lost. Since 1913, it has investigated all strandings, more than 11,000 so far, and it runs the UK Whale and Dolphin Stranding Scheme.

New Zealand‘s Project Jonah has claimed that the largest recorded beach stranding was in 1918 when 1,000 pilot whales were stranded on New Zealand’s Chatham Islands.

The last mass beaching in the Philippines was in 1956 when around 12 sperm whales were stranded in a coastal area in Capiz, amid at least 10 yearly strandings that happened in the country involving only one or two animals that were either sick or dying.

Last January this year, Filipino fishermen have also rescued an endangered sea cow. The fishermen aided the beached sea cow to the deep sea, according to the Worldwide Fund for Nature.

The Melon-headed whale (Peponocephala electra; many-toothed blackfish and electra dolphin) is a cetacean of the oceanic dolphin family (Delphinidae). As small members of the dolphin group, it is closely related to the Pygmy Killer Whale and Pilot Whale, and collectively these dolphin species are known by the common name blackfish.

The tender mammal can grow up to 2.7 meters (9 feet) and weigh as much as 210 kilograms (460 pounds). With black triangular “mask” on its face, it appears dark gray to black in color, has no discernible beak and its head is shaped like a rounded melon, thus the name. Its primary diet is squid and fish. The Melon-headed whale lives well off-shore in all the world’s tropical and sub-tropical oceans.

At the northern fringes of its range it may also be found in the warm currents of temperate waters. Ordinarily, however, it is found beyond the continental shelf between 20° S and 20° N. The Melon-headed whale is widespread throughout the world’s tropical waters, although not often seen by humans on account of its preference for deep water. It has been found in Ireland, Hawaii and Cebu, in the Philippines.

As social species, they are covered by the Marine Mammal Protection Act of 1972 in the United States. In July 2004, between 150 and 200 melon-headed whales occupied the shallow waters of Kauai island in Hawaii for over 28 hours, after which, they were rescued and guided to deeper water. This incident may have been related to nearby United States Navy sonar exercise.

The International Union for Conservation of Nature (IUCN) which includes the melon-headed whales in its Red List of threatened species said that the number of whales involved in mass stranding had increased in the last 30 years.

“The melon-headed whales are likely to be “vulnerable” to loud sounds, such as those generated by navy sonar and seismic exploration. Evidence from stranded whales also has indicated that they may have died after swallowing plastic items. It has been predicted that the whales will be affected by global climate change, but the impact is still unclear,” the IUCN explained.