ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Mobile Marketer site for the latest mobile marketing news.

Hooters bolsters social media connections with QR code initiative

Restaurant chain Hooters of America is proving that it is a force to reckon with in the mobile space via a new campaign that uses mobile bar codes and social media to further drive brand awareness.

The ?Lee Corso?s Saturday Ticket? campaign lets users ?Like? Hooters on Facebook to receive a Buy 10 Get 10 Wings free offer. Hooters is also using QR codes that lead consumers to its Facebook page.

?Our strategy is to align our national marketing campaigns with our social media programs to provide a consistent message on all marketing platforms, as well as to make the content more engaging for our customers and fans,? said Alexis Aleshire, director of public relations and social media at Hooters, Atlanta.

?Thus incorporating Facebook contests, twitter mentions and YouTube videos, in addition to our traditional marketing vehicles is important,? she said. ?QR codes are very user-friendly and give an immediate link to the content or program we are promoting, while we have our customer?s attention and interest. 

?In addition to having instant gratification from a consumer standpoint, QR codes do not require much space and are easy to incorporate into our marketing collateral.?

Mobile integration
When consumers scan the mobile bar code, they are redirected to Hooters? mobile-optimized Facebook page where they can enter for a chance to win a trip to meet sports broadcaster and football analyst Lee Corse in New Orleans.     

Users can also interact with the brand and other users through the mobile and social campaign.

In addition to scanning a QR code to get the offer, consumers can also visit the company?s Facebook page from their tablet or PC.

Not only is the company marketing point-of-sale material in Hooters? 390 domestic locations worldwide, but it is also promoting the Lee Corso Saturday Ticket program on Hooters.com, wall posts on its Facebook page www.Facebook.com/Hooters, tweets via www.Twitter.com/Hooters and Hooters has also tagged its National TV and radio campaigns.

?We have some money allocated to a Facebook advertising campaign as well,? Ms. Aleshire said.

Great measures
Hooters has been doing a lot in the mobile space and is constantly implementing a mobile component of some form into its campaigns and promotions.

Last year, Hooters ran a national mobile sweepstakes that was being promoted in 380 of the restaurant chain?s domestic locations.

The text-to-win promotion gave Hooters customers the chance to win a trip for two to Las Vegas to meet country music star Kenny Chesney during his concert at the Hard Rock Hotel and Casino. Hooters partnered with Kenny Chesney?s NoShoesRadio.com to host the text-to-win promotion where consumers could enter by texting the keyword KENNY to short code 36832 April 19?June 13 (see story).

The company ran a similar promotion this year as well that let consumers enter for a chance to fly out and see Kenny Chesney?s concert in Boston by texting in a keyword to a short code (see story).

?It is important to be proactive and align our marketing strategies with the marketplace,? Ms. Aleshire said. ?As more people use smartphones and become more comfortable with QR codes and social media, we plan to be more proactive and incorporate the use of these mediums in our marketing initiatives.  

?Our text club, QR codes and social media give us the ability to cut through the traditional ?marketing static? and interact directly with our consumers,? she said. 

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