From now through Dec. 13, Culver's is hosting "Merry Mixers," an online promotion inviting guests to play Secret Santa. As part of the campaign, guests have the opportunity to give friends a free Mini Concrete Mixer made with M&M's swirled into Vanilla or Chocolate Fresh Frozen Custard.

Recipients of the Mini Mixers will receive their free certificate via email. They can then visit a Secret Santa reveal page on the restaurant's website to solve the mystery identity of the gifter.

As an added incentive, Culver's will say "thank you for sharing" by randomly selecting one gifter to receive a $1,000 cash prize.

"December is the season of giving," said David Stidham, vice president of marketing at Culver's. "Merry Mixers gives guests a chance to surprise a loved one or friend with a delicious treat. This free 'pay-it-forward' is also our way of saying thanks to our guests for their support."

To participate, Culver's fans can visit to enter in the names and email addresses of up to three friends.

Merry Mixer is Culver's third social promotion of the year that features Fresh Frozen Custard in partnership with a classic candy brand.

"M&M's have long been a Concrete Mixer mix-in favorite among our guests and we're excited to partner with Mars to spread the joy of the holiday season to all of our fans," Stidham said. "For this promotion we'll spread awareness with paid Facebook ads while also encourage social sharing from Merry Mixer landing page."

Read more about social media marketing.

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