Carl's Jr. Uses Promotional Tactics to Target Skateboard Enthusiasts...
Wednesday, February 25, 2009 at 05:44PM Are you looking to leverage an extreme sports athlete? Are you looking for unique ways to target and attract Gen-Y and Gen-Z consumers to your retail channel?
Carl's Jr. recently formed a unique partnership with skateboarding legeng Rob Dyrdek in an effort to drive store sales and buzz amongst the Gen-Y crowd. The QSR chain features Dyrdek, who recently launched his own show on MTV entitled, "Fantasy Factory", on limited edition 42-ounce collector cups that consumers can receive by purchasing a large drink or combo. The company is using the tagline, "See Rob Eat It" to support its promotional tactics.
The innovative thinking QSR chain is driving buzz for its alliance with Dyrdek by posting three unique videos tying the skater in with Carl's Jr. on YouTube and the company's promotional site, www.carlsjr.com/robdyrdek. The first video Carl's Jr. posted generated 200,000+ views in just 3 weeks and the second viral piece is slated to capture even more eyeballs.
Check out the two (2) viral clips below:
Carl's Jr. - Rob Dyrdek Video Release #1
Carl's Jr. - Rob Ryrdek Video Release #2
Carl's Jr. is also supporting its partnership with Rob Dyrdek by serving as a major donor for a new, safe skating area in La Fayette Park (Los Angeles, CA). The skate park will feature the Carl's Jr. Happy Star logo built into the design. Carl's Jr. representatives will be on-hand for the park's opening ceremony with the company's Happy Star logo to serve burgers to all attendees.
Reader Comments (1)
This is a great example of an integrated campaign that really hits home to the target consumer. I love the charitable element to it as well since lets face it all charities could use a little help right now in this economy whether in-kind or cash driven.