Hooters is looking to drum up buzz for its 30th birthday by inviting 300,000 former waitresses to its restaurants Friday to celebrate. The company is asking the waitresses to take photos of themselves and post them on Instagram using the hashtag #stepintoawesome. Hooters has acquired about 29,000 Instagram followers with the hashtag, Chief Marketing Officer Dave Henninger says. "We've had amazing growth on Instagram," he said. "It's a big part of our marketing mix going forward."

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