Chuck E. Cheese and its agency M/C/C are working to expand the pizza chain's social media presence, and is exploring Pinterest as a result. The strategy is a way for Chuck E. Cheese to broaden its marketing message to parents, a plan announced during its Q4 earnings call in February.

According to Information Week's The BrainYard, Chuck E. Cheese's Facebook presence is growing and the company also has increased its efforts on Foursquare, Twitter and Pinterest.

Chuck E. Cheese's relationship with M/C/C began in July 2010 with a goal of expanding the chain's social media footprint.

CMO Scott McDaniel, who was hired in September, told the publication that the company will use Facebook as a way to drive sales revenue faster. Chuck E. Cheese also plans on developing sharable content, such as videos through Facebook and blogs.

Thus far, "mom bloggers" have been used as a significant vehicle in brand communication for Chuck E. Cheese, particularly through Twitter.

M/C/C recently won the top honor at the MarCom Awards for the multi-stage social media campaign it created for Chuck E. Cheese's in working with mom bloggers.

The team also has recently started a Foursquare initiative and are looking closely at Pinterest.

"Pinterest ... is a sharable platform, and, given the emotional connection that moms tell us they have with our brand and the 90-minute experience they have in our stores, we just see Pinterest as being a place we need to be in the future," McDaniel said.

Read more about social media campaigns.

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