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Hooters beefs up mobile database via SMS campaign

Restaurant chain Hooters of America is running a national mobile sweepstakes campaign that lets consumers enter for a chance to fly out and see Kenny Chesney?s concert in Boston.

This is the second year that Hooters is running the Kenney Chesney promotion. The company tapped State of Text Inc. to use its mobile platform.

?We have been quite pleased with the results thus far and the immediate ability to communicate with those that have entered the campaign,? said Noela Scarano, director of company store marketing at Hooters of America.

?This is our second year using the State of Text provided SMS platform for the Hooters/Kenny Chesney promotional window,? she said. ?It continues to be one of our highest unique opt in programs by consumers.?

Hooters is well-known for its brand of food and fun, featuring a casual beach-theme atmosphere, a menu that features seafood, sandwiches and Hooters' nearly world-famous chicken wings, and service provided by the All-American cheerleaders, the Hooters Girls.

Hot wings
Hooters is offering a dream getaway to watch Kenny Chesney in concert. 

Consumers can enter to win by texting the keyword KENNY to the short code 36832.

Additionally, users can enter through the company?s Web site, as well as its Facebook page.

The opt-ins using a Text2Win feature from the State of Text SMS platform provided instant gratification to its patrons.

Mobile SMS
According to the company, the option to enter the contest using a mobile short code provided an easy entry method for all customers wanting to enter the contest, while simultaneously building a subscriber base for future mobile campaigns from Hooters of America. 

This allowed the news of the contest to spread by word-of-mouth, as friends shared the short code and keyword with each other, over the radio and in any print feature from banners to table-toppers. 

Hooters is promoting the campaign via tablet tops, word-of-mouth, in-store banners, Facebook and through radio campaigns.

?The concept of mobile marketing pairs perfectly with the fun and relaxed environment offered by Hooters Restaurants,? said Rachel Jensen, global marketing director at State of Text.

?Patrons enjoy the novelty of entering a contest by SMS and the ease with which it can be completed,? she said. ?The demographic of Hooters patrons is mixed, and only a small percentage of customers currently have smartphones. 

?SMS offers almost all Hooters and Kenny Chesney fans the ability to easily enter the contest without the need to download an app, visit a Web site or scan a code. With our contest numbers approaching the thirty thousand mark for opt-ins we are pleased with the results thus far.?

Final Take
Rimma Kats, staff reporter on Mobile Marketer, New York