News Brief

Carl's Jr., Hardee's Intros Avatar, Social Net Campaign

CKE Restaurants has paired with virtual reality developer ExitReality to launch a campaign that lets users inhabit 3D versions of Carl's Jr. and Hardee's restaurants and turn their social networking pages into virtual outposts.

By downloading a branded application from Carl's Jr. and Hardee's Web sites or their MySpace pages, consumers can create custom avatars and meet friends in the burger chains' virtual outlets or a burger-themed living room complete with mechanical bull.

Members of MySpace and other social networks can also use the application to convert their profile pages into 3D environments. The goal is for the app filled with virtual Carl's Jr. and Hardee's menu items and branded content to spread across social networks as members share them with friends.

Initiative Innovations, a unit of CKE's media buying and planning agency Initiative, first identified the ExitReality partnership as an opportunity to extend the Carl's Jr. and Hardee's brands in the digital realm.

--Mark Walsh

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