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- Ft.Smith-Fayetteville, AR
- Gainesville - Ocala, FL
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- Macon, GA
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Success Stories
National Restaurant Chain Uses Text Messaging and On Demand Advertising to Drive Traffic
About Hooters of America
Hooters of America operates and franchises more than 450 Hooters restaurants in 45 states and more than 25 countries. The beach-themed bar-and-grills cater to sports fans and families. The company operates more than 120 locations and franchises the rest.
Situation
This client wanted to make it more convenient for viewers to access relevant commercials that interest them, as well as promote the Hooters Mobile Text Club. The client also wanted to increase store traffic with a Free Wings promotion.
Solution
Cox Media worked with Hooters to develop a multi-product solution that included 30 second cable spots, mobile text messaging, and Video on Demand advertising. Regular TV commercials ran with announcements at the bottom of the screen directing viewers to click their remote control to be linked to a Video On Demand screen. An On Demand video included a "Hooters Girl" inviting viewers to text "Wings" to receive Free Boneless Wings from Hooters. The longer On Demand video allowed a Hooters girl to demonstrate how to easily join the Hooters mobile database and receive a coupon for free wings.
Results
Response was tracked in several ways. Cox tracked the number of customers clicking the remote to see the longer Hooters content On Demand, as well as the time spent watching it. Cox and Hooters also tracked the increase in the number of people that were added to the Hooters mobile database. Hooters tracked the response rate for the mobile coupons redeemed.
The mobile coupon redemption rate was 25%, significantly exceeding the clients expectations. This 4-week campaign provided measurable results from both the number of viewers clicking for more information as well as the number of people that acted as a result of the call to action on Video On Demand. During this campaign, 600 new people were added to the Hooters mobile database.
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