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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