The Hooters Restaurant chain is using mobile to help launch a national promotion aimed at further building the Hooters Mobile Club, which already has more than 50,000 members.

In-store signage invites customers to text POOL to 36832 to enter to win a trip to the Hooters Super Pool Party in Miami's South Beach. Pool to 36832 has achieved more than 8,000 opt-ins already.

"Using mobile platforms has proven to be a very efficient way to run national contests and a more effective way to collect customers' information," said Noela Scarano, director of marketing for Hooters of America Inc., Atlanta. ?We have been pleased with the results so far.?

The mobile campaign is being executed by State of Text, a mobile marketing provider.

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.

The contest is being used as an incentive to join the Hooters Mobile Club.

All entries will receive periodic offers such as mobile coupons, event alerts and other discounts. It gives Hooters the ability to remarket to those consumers, which is an important part of the company's overall marketing strategy.

The Hooters Mobile Club now has over 50,000 members.

Execution
For 10 days Hooters will take over the pool at the Surfcomber Hotel and is giving customers a chance to be at the epicenter of fun in South Beach. 

Five lucky grand prize winners will be selected from the eligible entries to go to the party at the Surfcomber Hotel between Jan. 28 and Feb. 7.

The Hooters Pool Party will be complete with bikini clad Hooters Girls, giveaways, and live music including a performance by Uncle Kracker and DJ Skribble.

Hooters wanted to target football fans and customers who want to share in the brand. Both the Pro Bowl and the Super Bowl will be played in Miami during the week of the party, so it seemed like a natural fit.

?Hooters chose mobile as the primary method of entry because customers can instantly sign up while they are still in the store,? said Cindy Setlock, director of national accounts at State of Text, Atlanta. 

?Mobile text doesn't require Internet access or paper," she said. "It allows Hooters to take part in a ?Go Green? initiative and communicate offers to mobile customers instantly and electronically."