Dive Brief:
- This week, restaurant chain Hooters launches its 30th birthday campaign, including a celebration on Instagram.
- Hooters is inviting back 300,000 former waitresses to its more than 400 locations on Oct. 4 to snap selfies and post them to Instagram, hashtagged #stepintoawesome.
- The #stepintoawesome hashtag has so far gained the brand 29,000 followers on the platform in just a few months.
Dive Insight:
A photo-sharing site like Instagram is a great fit for brands like Hooters that use female sex-appeal because the visual is so important. In addition to the Instagram campaign and individual celebrations in its restaurants, the company is planning a rebrand with a new logo and uniform changes meant to improve its public perception.
