Tweet a photo of Wendy’s new sandwich for a shot at $1,000

It’s not necessarily news that millennials spend just as much time getting news and information on their smartphones as they do watching TV. They aren’t just using their phones for news, though. They’re obviously useful for social interaction. Increasingly, they’re becoming a mealtime ritual, too.

“Millennials are living online,” says Denny Lynch, senior vice president of communications at Wendy’s.

The fast-food chain is taking the idea that mobile technology is pervading young people’s lives and putting it to use with a new campaign. Wendy’s is inviting diners to snap photos of their meals—specifically, the new flatbread chicken sandwich—and tweet it with the hashtag #tweatfor1K. Every day until mid-May, some person who couples that hashtag with a photo will win $1,000.

So far, the sweepstakes has been a big success, Lynch says.

According to hashtags.org, a site that tallies how often hashtags are used on Twitter, the hashtag has been used as many as 160 times in an hour, with peak use at traditional lunch and dinner times.

Noticing the trend