The “Burger Up and Get Your Drink On” promotion encourages consumers to submit ideas for their favorite burger and cocktail combinations through the new Cheeseburger in Paradise app or via a microsite. The chain is using in-store QR codes to promote its new mobile initiatives.

e want to launch our new augmented reality mobile app as part of this promotion,” said Monica McGill, vice president of beverage at Cheeseburger in Paradise, Houston

“We feel that it will provide our customers with a fun and interactive experience inside the restaurant and the ability to have a new experience when they use the app at home,” she said.

“We hope to continue to engage customers thru the use of the app as different parts of this promotion unfold. It will be a great tool to use to invite them back to taste and vote on our favorite finalist burgers while offering them an incentive to dine with us.”

Luby’s operates restaurants under the brands Luby’s Cafeteria, Fuddruckers and Cheeseburger in Paradise. The company operates 23 Cheeseburger in Paradise restaurant stores.

App engagement
The campaign runs through June 14 and encourages consumers to visit http://www.cheeseburgerinparadise.com/Promos to pitch their ideal burger and cocktail combination for a chance at winning a party for 20 at a Cheeseburger in Paradise location.

Additionally, one winner will receive $100 a month in gift cards for a year and the opportunity to have their burger featured on the menu.

A Cheeseburger in Paradise app will be launched on May 15 in Apple’s App Store and Google Play as an entry form for the campaign, according to the company’s Web site.

Cheeseburger in Paradise will also place QR codes on coasters to drive downloads of the app.

As an incentive for downloading the app, consumers can receive a coupon for a complimentary appetizer that is worth up to $8.99 and can be redeemed in-store.

Another coupon can be unlocked after consumers submit their entry form. Once a submission is made, consumers can receive a coupon for a free order of frickles.

App users will additionally be notified in July when the first round of consumer-created burgers is available to try at Cheeseburger in Paradise locations. App users will then earn another coupon for an order of frickles when they order a featured burger.

Voting for the competition will be open from July 1 – 21. On July 22, the top-scoring burgers will be judged at a national level with a decision on a winning burger and cocktail combination on Aug. 5.

“As we progress we will look to see what works for us and consider options such as using the app for online ordering, incorporating elements of our loyalty program and offering information on our food and drinks,” Ms. McGill said.

Driving engagement
By making the app a staple of how consumers enter the sweepstakes and receive coupons, Cheeseburger in Paradise is aiming for its app to be used multiple times throughout the summer.

Cheeseburger in Paradise also already has a few mobile initiatives, including a mobile site and a SMS program.

Consumers who sign up for Cheeseburger in Paradise’s SMS program can receive a free appetizer for signing up. The offer can be redeemed by showing the text message to an employee in-store.

“The strategy of using the QR code as a way to access the promotion, sign up for text alerts and receive free app downloads is smart regardless of the time frame of the promotion,” said Randy Ferree, senior account mananger at SiteMinis, Atlanta.

Mr. Ferree is not affiliated with Cheeseburger in Paradise. He commented based on his expertise on the subject.

“Nobody — except maybe my Grandmother — is going to get a pen and fill out an actual paper form,” he said.

“Give customers an easy way to access and take action on their mobile devices or you probably aren’t going to have much success. Kudos to Cheeseburger in Paradise for having a mobile Web site. I visited the site on my phone and was able to access the promotion very easily.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York