Carl’s Jr. and Hardee’s are focusing on comfort food in a social media campaign aimed at keeping its customers, in particular young hungry guys, thinking about its new grilled cheese bacon burgers.
The company added two new burgers to its menu of late: Grilled Cheese Bacon Burgers at Carl’s Jr. and the Grilled Cheese Bacon Thickburger at sister-chain Hardee’s.
The campaign centers on the Carl’s Jr. and Hardee’s Facebook pages where the “comfort place” has taken shape and opened yesterday for business. The combined sites have 116,800 fans. Visitors can try out an interactive application designed to remind people that cheeseburgers and comfort food go hand in hand. When the user activates the application, a 24-hour period begins with postings on their Facebook wall of cheesy songs like “Love Sandwich,” pep talks like “You smell incredible right now. Just incredible.” videos, pictures and words of wisdom.
The application also allows users to invite friends to meet at their local Carl’s Jr. or Hardee’s where they can take advantage of their access to exclusive rewards and discounts on burgers. Each invitee receives a special coupon for the burgers to use at their event.
“The humorous tone and “share-ability” of this particular application was designed to spread the word of our brand presence outside of our respective fan bases by allowing our fans to broadcast on our behalf,” spokesperson Jenna Petroff said. “This will encourage new eyes, new users and ultimately, new fans.”
Also on the pages, people can enter a sweepstakes for a chance to win weekly prizes that fit the comfort theme: slippers, a universal remote, a Carl’s Jr. or Hardee’s gift card and a shiatsu electronic massager. The sweeps ends March 26.
Twitter and YouTube play a role in letting people know about the campaign, as does a combination of paid digital media (including targeted Facebook ads), banner buys, the firm’s opt-in e-mail newsletter and PR. Restaurants with the IndoorDirect entertainment systems will stream the “comfort place” intro video with a sweepstakes mention.
TV spots from Mendelsohn|Zien supporting the Grilled Cheese Bacon Thickburger begin airing March 1 and will include the Hardee’s Facebook URL.
To build its Facebook fans, the company began by alerting fans to new menu items, special promotions and events, new store openings or remodels, the addition of the Red Burrito/Green Burrito menu in their area, and a sneak peek at the latest celebrity to star in its commercials like Padma Lakshmi or Audrina Patridge. The gift application helped spread virally fan’s favorite menu items and allowed the collection of limited time offer products.
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