The company partnered with Scvngr for the initiative. Consumers can download the Scvngr app on their mobile device and compete in challenges to unlock rewards.

“This new mobile-social element enhances the fun, hands – on Joe’s Crab Shack experience for our guests,” Robin Ahearn, chief marketing officer of Ignite Restaurant Group, said

“Scvngr incentivizes them to come back as well as attract new customers who haven’t had the opportunity to experience Joe’s Crab Shack,” she said.

Joe’s Crab Shack is owned by the Houston-based Ignite Restaurant Group.

Scvngr is a free location-based game and gaming platform. People play SCVNGR via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Mobile rewards
The company is offering consumers three prizes.

The first is a free appetizer up to $9.39. Consumers must get 10 points to redeem it.

Additionally, customers also have a chance to get $5 off a purchase of $25 – they need 3 points to redeem – and a chance to win a tie-dye T-Shirt, which is 40 points.

The challenges include describing the taste of a meal in five words, taking a picture with the crew at Joe’s Crab Shack or telling the company the best appetizer and drink pairing off the menu.

“Mobile is everywhere and widely used,” Ms. Ahearn said. “We feel that implementing mobile challenges will play right into the interests of our guests.

“It allows for easy accessibility and usability while at Joe’s and shows that we are committed to providing the best customer experience possible,” she said.

Consumer outreach
The company is getting the word out about the promotion via a social media push through its Facebook and Twitter pages, as well as through media outreach to identified consumer publications.

“Joe’s Crab Shack constantly strives to engage our customers with our unique menu items to enhance their overall experience,” Ms. Ahearn said.

“The mobile platform that Scvngr uses is an ideal method to interact with our customers and educate them on our brand while having fun,” she said.