HOOTERS Restaurants is one of the most <ahem> recognizable brands in the world. As American as Apple Pie as they say. And though other great American pastimes include bowling and playing cards, surprisingly the three had never gotten together until October of 2009. Seattle seemed as good a place as any…
AGENCY 360° spearheaded the marketing, advertising and publicity efforts for a HOOTERS franchise in Washington State that opened two new restaurants in less than the span of a month. The first included a card room with 25 games of blackjack, poker, and pai gow. The 2nd had the card room, plus the world’s 1st HOOTERS bowling lounge.
[Washington HOOTERS franchise president and president of HOOTERS of AMERICA; check out MORE PHOTOS]
Though we were new to the Seattle market, in less than 3 months we had built dynamic media partnerships (not just “spots and dots” advertising) that featured routine in-studio appearances on all of the top radio stations for the HOOTERS and casino demographics. Highlights included: one 5-minute scheduled interview turned into an HOUR long gab fest with the HOOTERS girls; another interview was parlayed into a weekly morning drive segment about sports, gambling and girls). Somewhere in the guy-talk frenzy, a host of the #1 ranked morning show (M18-34) said of the bowling-gambling-girls-wings concept: “this is like Disney World for guys!” And of course, he was right.
[HOOTERS girls having fun on field at Tacoma Rainiers game per a promotional sponsorship developed by 360°]
HOWEVER, our efforts didn’t stop with just getting people into the restaurants. We created a Beer-of-the-Month Mug Club that increased specialty beer sales by double-digit margins; incentivized and rewarded staff for key sales; and created a social network (online and off) that connected sponsors directly with patrons and offered prize packages presented by HOOTERS girls. 12 months of sponsorship sold-out in less than 30 days from taking the concept to market.