Commentary
Initiative - Carl's Jr., "How You Eat a Burger"
- by OMMA Magazine Writers , September 15, 2009
Carl's Jr., “How You Eat a Burger”
http://www.initiative.com/innovations/
Finalist Food & Beverage
Looking to grab the attention of its target customers (young men), Carl's Jr. sought out a new kind of network buy with YouTube, with which it challenged the site's most popular "stars" to create videos showing how they would eat Carl's new Portobello Mushroom Burger. The idea was to create a community around Carl's Jr. to leverage the target's online behavior. Results? Per-store sales of the featured burger doubled from the period before launch. Nice buy, if you can get it.
Initiative: Ezra Cooperstein, Vice President, Director, Innovations; Robert Holtkamp, Senior Vice President, Planning; Jason Meil, Executive Vice President, Director, Innovations; Martini Paratore, Manager, Innovations; Karintha Touton, Manager, Innovations; Talia Skaletsky, Senior Planner, Digital.
