Mellow Mushroom has partnered with Coca-Cola and Live Nation to offer the chance for customers to win two VIP trips to the 2013 American Music Awards Nov. 24 in Los Angeles.

The Share Happiness promotion runs through Aug. 31.

Customers who play the "Spin the Coke Bottle" digital table top trivia game will get the chance to win the VIP trip, in addition to 6,000 instant win prizes such as Mellow Mushroom gift cards and Live Nation concert cash.

Guests will also have the opportunity to share virtual e-cards to friends and family, all related to the 'Share Happiness' and music concept of this promotion.

"Mellow Mushroom is a brand that provides every guest with something unique and different, from the food and craft beer to the music, restaurant décor and atmosphere. We feel this Share Happiness that leverages the Coca-Cola partnerships with Live Nation and also with American Music Awards provides a natural extension of this brand experience: allowing us to give our guests the opportunity to win something they couldn't buy — a VIP experience to the American Music Awards. The ability to win Live Nation instant prizes and create unique Mellow e-cards will also add a fun brand engagement that we know our guests will love," said Annica Kreider, vice president of Brand Development for Mellow Mushroom.

Kreider adds that the Spin the Coke Bottle in-store digital table top game also provides a "fun, unique" way for guests to interact with their table mates.

Read more about marketing and promotions.

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