Hooters turns to social media for brand building

The crux of Hooters' "Step Into Awesome" rebranding campaign from Skiver Advertising is social promotion asking users to share experiences on Facebook, Twitter, Instagram and elsewhere. Hooters had added its #StepIntoAwesome hashtag to all of its marketing and had more than 10,000 user-posted photos with that hashtag in the first 30 days of the campaign. Hooters even added a "Miss Social" category to its swimsuit pageant for the contestant with the most social activity.

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