• February 23, 2009

The Carl's Jr. quick-serve chain has announced new elements to its promotional partnership with skateboarding legend and TV personality Rob Dyrdek.

Dyrdek, who this month launched a new MTV TV show, "Fantasy Factory," is being featured in three videos tying in with Carl's Jr. The first, showing how Carl's Jr. mascot Happy Star "saved Dyrdek's life," has drawn more than 200,000 views since it was posted on Jan. 29 on YouTube and the promotion's dedicated area, www.carlsjr.com/ robdyrdek. The second, showing Dyrdek making a "raid" on a Carl's Jr. restaurant on his skateboard, was posted on Sunday.

In addition, Carl's Jr. customers who purchase a large drink or combo will receive a 42-ounce limited edition Dyrdek collector's cup. The cups feature three designs by Dyrdek: one introducing his toy line, Wild Grinders; one promoting his feature film, "Street Dreams"; and one promoting his signature DC shoes.

Finally, Carl's Jr. is a major donor to a new safe skating area in La Fayette Park in Los Angeles funded by the Rob Dyrdek/DC Shoes Skate Plaza Foundation. The plaza, with a Happy Star logo built into its design, is being officially opened during a ceremony on Tuesday. "Fantasy Factory" cameras will film the event and the Carl's Jr. Star Diner will serve burgers to attendees.--Karlene Lukovitz