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On the Border Mexican Grill & Cantina, Casa Noble team up on mobile bar code initiative to reward diners

Restaurant chain On the Border Mexican Grill & Cantina and tequila brand Casa Noble have tapped mobile bar codes to bring table toppers to life with a sweepstakes.

The mobile bar codes are being used by On the Border and Casa Noble as a way to interact with diners while they wait for food. Lucky consumers will win a trip to see musician Carlos Santana in concert.

?QR codes are a quick, easy way to navigate to a desired online destination," said Gerald Mann, senior vice president of marketing and culinary at On the Border, Dallas.

?With the ever-increasing use of smartphones and QR codes, we see this as a convenience to many of our guests,? he said.

On the Border is a casual Mexican restaurant chain that operates 158 restaurants worldwide.

Casa Noble makes premium tequila products that are exported to 23 countries.

Mobile music
According to On the Border, more than 50 percent of the restaurant?s guests own a smartphone.

The QR codes are being placed on printed materials at On the Border restaurants.

The company is using the mobile bar codes to promote the restaurant?s line of premium margaritas.

Users who scan the QR code are taken to a page where they can enter to win the grand prize.

Additionally, consumers can also type into their mobile devices for a chance to win.

The grand prize is a trip for two to Las Vegas with airline tickets, a stay at the Aria Resort and Casino and tickets to the show.

Users can enter the sweepstakes by typing basic information, including their name, email and phone number into an entry form. Consumers can also participate in the contest by synching their Facebook account to pull out the information.

On the Border is using the sweepstakes to bolster its email marketing. Users can check a box to be added to the restaurant?s email list when they enter the contest.

Consumers can also sign up to receive email messages from Funjet Vacation ? the company that is sponsoring the trip.

Users can invite friends via email to enter the contest and learn about the sweepstakes rules.

Mobile diners
On the Border is not the only restaurant using table toppers to interact with consumers.

Applebee?s franchisee Thomas & King recently used a QR code initiative at tables that the company claims increased lunch sales by 9.8 percent (see story).

For casual restaurants, mobile bar codes can be a way for companies to introduce the technology to consumers.

Using mobile bar codes while users are sitting at a table waiting for food is a smart move because it gives consumers a way to interact with a brand via their mobile device to pass time.

Additionally, tying the QR code to a sweepstakes gives users an incentive to use their device to enter to win.

?This campaign is aimed at On the Border guests who enjoy a really good tequila and a really good margarita,? Mr. Mann said.

?The sweepstakes is an added benefit to our guests, and a great way to learn more about Casa Noble,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York