Chances of winning during the casual-dining chain’s month-long salute to “The Greatest Month of Football Ever” will be increased when a user joins the HootClub loyalty program by registering online or downloading the mobile app. It is an example of how mobile can enhance the consumption of sporting events for even highly engaged fans.

“Second-screen experiences are ideal for loyal sports fans who love to engage with the brand, and who see Hooters as so much more than a dining destination,” said Monica Afanador, senior manager of integrated marketing for Hooters of America.

“They enjoy being connected and like to leverage the latest and greatest in technology.”

Busy season
January normally is a busy football time, with professional football playoffs under way, leading up to the Super Bowl in February. This year’s gridiron contests include the first-ever playoff system for college football.

Through Feb. 1, anyone who visits Win.Hooters.com is just one click away from instantly winning daily prizes through Hooters “Spin to Win” game, from Hooters merchandise and gift cards to Hooters Championship Rings.

In addition to one daily entry at Win.Hooters.com, Hooters is also offering bonus entries through the all-new Jon Gruden Football app, named for the former National Football League head coach and current NFL analyst for ESPN.

Fans can get their heads in the game by challenging Mr. Gruden to a mobile gridiron showdown. Beat him and win an extra chance for epic hookups in January.

Both apps are available for download on Google Play and the iPhone App Store.

Hooters of America is the Atlanta-based franchiser and operator of over 415 Hooters restaurants in 42 states and 26 countries.

Its sweepstakes leverages an offer of epic sports experiences with fans’ desire to take advantage of additional ways to gain more entries.

“We tend to see member spikes during promotional periods like this, for HootClub,” Ms. Afanador said.

The month’s events include the awarding of five grand prizes.

Party with the Pros lets participants play by Sunday for a chance to score a trip for two to Phoenix, to hang with the pros at the Pro Bowl. The reward includes two tickets to the Jan. 25 game, round-trip airfare and two-night hotel stay accommodations.

Superb-Owl Weekend lets fans get their game face on by Jan. 11 for a chance to enjoy a trip for two to Phoenix to experience the SuperBowl VIP-style, including two tickets to the Feb. 2 game, round-trip airfare and exclusive four-night VIP accommodations at the Bud Light Hotel.

Team Training Camp, running through Jan. 18, will give one winner the opportunity to show off his or her skills as an honorary guest at a professional football team’s training camp, including round-trip airfare and two-night hotel stay accommodations.

Jon Gruden QB Camp, through Jan. 25, will see one lucky winner head for Orlando, FL to spend a day with Mr. Gruden during his quarterback football camp in March 2015, including round-trip airfare and two-night hotel stay accommodations.

Man Cave
Finally, the Man Cave Package, concluding Feb. 1 will see one lucky winner enjoy a custom football-viewing sanctuary courtesy of Hooters, along with Hooters merchandise and swag.

Hooters loyalty app.

“On premises and off, Hooters is smart to use the phone to deliver chances for exclusive access to football events, as well as to hold contests, and allow customers to be part of the excitement surrounding the first-ever college playoffs,” said Jeff Hasen, founder/CEO of Gotta Mobilize, a Seattle-based  marketing consulting firm.

“And by increasing the opportunities to win through membership in the mobile loyalty club, Hooters is ensuring that it has the ability to get in front of their patrons beyond the playoffs to drive additional visits and awareness.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York.