Fast casual chain Mooyah Burgers, Fries & Shakes is driving online orders with a digital sweepstakes that lets consumers play a slot-machine game to win prizes.

Mooyah is using social, mobile, desktop and in-store marketing to drive fans to a microsite where they can play Milk Mooyah. The sweepstakes is running through Nov. 17, and in addition to eight different prizes, consumers can also win coupons that are only redeemable online.

“Being in a very competitive category, we are constantly seeking creative ways to engage with our current Guests and spread our brand to new customers,” said Natalie Anderson, senior brand manager at Mooyah, Plano, TX.

“This sweepstakes features an eye-catching $25,000 up for grabs in addition to many Mooyah gift cards that will drive people into our restaurants for repeat complementary experiences,” she said.

“For those that don’t win cash or Mooyah gift cards, we thank them for playing with Mooyah coupons emailed to them immediately after playing. This provides an incentive to visit Mooyah and we believe our restaurants will see corresponding sales.”

Mooyah has 53 locations in the United States.

Milk Mooyah
Mooyah is promoting the digital sweepstakes with ad placements in dozens of general interest sites such as Women’s Health, Men’s Health, New York Post, Pandora, ABC, NFL, Epicurious and The Huffington Post.

The ads are geo-fenced around Mooyah restaurants. They will lead consumers directly to the sweepstakes microsite, https://sweeps.mooyah.com.

While the site is not optimized for mobile, consumers can press one button to link with Facebook or Twitter to avoid filling out all of the personal information.

Consumers who enter will have the chance of winning the grand prize of $25,000

Consumers can play once a day, and each play includes two spins. The first spin is to win the grand prize of $25,000.

If you do not win the grand prize you can spin again for a chance to win first, second or third prize. Ten first prizes will be given away, giving consumers free Mooyah for a year, awarded in $300 in Mooyah gift cards.

One hundred second prizes will be given away in the form of $50 Mooyah gift cards, and 150 third prizes will be given away in the form of $25 Mooyah gift cards.

Mooyah will promote the sweepstakes on Facebook, Twitter, Instagram and Pinterest.

Driving online purchasing
Consumers that do not win one of those prizes will receive an online coupon via email. The coupon will expire at the end of the sweepstakes.

By offering online-only coupons, Mooyah is prompting consumers to at least try out online ordering, in the hopes that they will have a good experience and continue to do so in the future.

Mooyah is not only catering to the online consumer, but they are also catering to the mobile consumer.

“We have learned that more than half of our guests access our brand on their mobile devices, whether that’s reading our eClub emails, visiting our website for locations or ordering from us through our website or mobile app,” Ms. Anderson said.

“With restaurant being the No. 1 most-searched category on mobile devices, we can’t afford to ignore it,” she said. “Mobile pairs perfectly with this game promotion because gaming on smartphones is one of the top activities.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York