Hooters is using SMS to bolster their database and allow their customers a chance to win a trip to Boston to see Kenny Chesney in concert. “We have been quite pleased with the results thus far and the immediate ability to communicate with those that have entered the campaign,” said Noela Scarano, director of company store marketing at Hooters of America. Hooters is promoting this national contest through table tents, Facebook, and radio. According to the company, mobile provides a quick and easy way for their customers to enter to win and this is the second year that they have used mobile. So far, Hooters has about 30,000 opt-ins.