• by Karlene Lukovitz  @KLmarketdaily, February 25, 2013

Hooters of America has launched a new, integrated brand advertising campaign, from new agency-of-record Skiver Advertising, themed “Step Into Awesome.”

It seeks to showcase recent innovations in the restaurant chain, including expanded menu choices and the remodeled restaurants’ “more contemporary, comfortable” surroundings.

The campaign – which includes a series of TV commercials targeting sports broadcast programming – was developed through consumer research and insights from chain franchisees, according to the company.

“The campaign is a genuine look at what happens when guests walk through the door at Hooters -- rather than tell consumers, we show them the authentic, awesome experience,” said Skiver Advertising CEO Jeremy Skiver. 

The TV spots and other elements contrast the experience between an “ordinary” sports bar and the experience at Hooters.

The brand is encouraging fans to share their personal experiences via Twitter and Instagram (as well as Facebook), using a #StepIntoAwesome hashtag campaign. Fans are also being urged to connect to the campaign’s Web site to vote for their “most awesome” moments at Hooters.