Chuck E. Cheese's executives will head to New York City for the brand's second appearance at the BlogHer social media conference for women. The eighth annual BlogHer Conference features more than 3,000 female bloggers and attendees and is set for Aug. 2-4.

During the event, Chuck E. Cheese representatives will showcase its newest games, celebrate its new campaign, Chuck E. Rocks and network with some of the nation's most influential online women.

"BlogHer is a great opportunity for Chuck E. Cheese's to connect with moms and hear what they have to say about our stores, the new gluten-free products and our recently launched Chuck E. Rocks marketing campaign," said Scott McDaniel, chief marketing officer, Chuck E. Cheese's. "We could not be more excited to hit the BlogHer showroom floor to connect with our fans and introduce our new campaign to the blogging community."

The company's BlogHer booth will be located at 102/104. In addition, bloggers will have the opportunity to play their favorite games, talk to brand representatives and participate in special promotions surrounding the Chuck E. Rocks campaign. The company has also created a Twitter hashtag, #CECblogher, specifically for the conference so attendees can follow the conversation.

"Over the last 35 years we've changed and grown up alongside the families and the children who are our guests, and as we start to entertain the next generation of families we wanted Chuck E. to be relatable to both today's children as well as their parents," McDaniel said. "To kick off the new generation of Chuck E. fans and celebrate his new style, we're planning to rock at BlogHer. We hope that moms will love it so much that they go home and share it with their kids."

Chuck E. Cheese has announced new initiatives recently to appeal to more to adults, including a marketing message shift and a greater focus on social media channels.

McDaniel, who was hired in September, said 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.

The company's agency, 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 initiatives.