The debut of the Prototype series was a sleeper hit with a very core audience who were extremely passionate about it. So our job with Prototype 2 was to create a live action film attracting a broader audience to the Prototype brand through an emotional tale of revenge following the game's storyline.
Part short film, part music video, part game trailer, this :90 film aired on the South Park season finale and has received over 3 million views online.
We also took over the YouTube front page the day of the launch, and Prototype 2 became was the best-selling game in the US during the month of its release.
Big Game Hunter is such a fun hunting game franchise, even a deer wants to play. And to make it even more awesome, we worked with developers to hide a Golden Buck deep within the game worth 50,000 bucks (the green kind).
One lucky gamer took home the $50,000, and Steve The Deer took home the silver in the Game Marketing Awards.
Carl's Jr. and Hardee's was set to release the biggest chicken breast sandwich in fast food, so naturally we tapped an audience we knew would love getting their eyes on some big chicken breasts, roosters.
For the launch of the Philly Cheesesteak burger, we enlisted a Philly icon to help spread the word, and the love, for the sandwich. It's the best part of Philly, without having to be in Philly.
Carl’s Jr. and Hardee’s joined forces with Sony’s most popular franchise, The Amazing Spider-Man, to leverage the power of Spider-Man and supercharge the release of The Amazing Grilled Cheese Bacon Burger.
To make this more interactive, customers who showed up to the restaurants on the movie's launch date dressed as Spider-Man received a free burger. We enlisted Spider-Man creator, the legendary Stan Lee, to help judge the costumes online (as well as record a radio commercial).
Over 23,000 fans enthusiastically showed up to Carl’s and Hardee’s in costume, and the promotion made huge waves in culture with over 300 million earned media impressions — including an appearance on The Tonight Show with Jay Leno, over 7,000 dedicated tweets about the event, and unprecedented engagement on our brand sites.
With this brand campaign, we took appetite appeal to the next level and celebrated the pure awesomeness of eating. Each commercial focused on a unique product insight, up close and in super slo-motion. We used these spots to introduce a new product and reminded customers of our existing menu items, keeping sales up for a lot longer than usual.
To launch the Southwest Patty Melt, a spicy twist on a classic, we put our own spicy twist on a classic scene in a classic car with a classic beauty, Kate Upton.
The end result was almost 5 million views on YouTube (and counting), 600+ million earned media impressions, the #1 Viral Video on AdAge, increased impressions among young guys without lowering other demos, and record-breaking sales at both Carl's Jr. and Hardee's.
It was even featured on a CBS primetime TV program showcasing the best commercials in the world.
Thank you, Kate!
AM/PM Minimarkets are literally filled with Too Much Good Stuff all day, and night long - especially during those in-between meal times. This campaign highlights the passion, in their own reserved ways, our consumers have surrounding all that great stuff.
We had so much fun coming up with alternative names for this product, we thought others would too. So we invited them to NameOurHoles.com to suggest a name via webcam and watch (and vote on) the other entries.
This multimedia promotion extended to mobile, social networking and even cute little IM character icons. But it was the “A vs. B” TV commercial that not only garnered national press, but won a Gold Addy Award, was featured in Communication Arts and was named the #1 “Funniest Commercial of 2009” on T.B.S.
Partnering with the summer blockbuster X-Men Days of Future Past, we took the opportunity to link some of their more unique characters to the Carl's Jr. and Hardee's brands on TV and transform our fans into X-Men character's themselves via our Instagram based Mutant Makeover campaign on-line.
The Bourbon Burger is a crowd pleaser at Carl's Jr. & Hardee's and has been on the menu twice in recent years. In the latest iteration of the campaign, we tapped into the uniquely adult flavors of bourbon, and tapped into the iconic scene from The Graduate, and updated it to feature Heidi Klum, to prove the Bourbon Burger will make a man out of you.
We had over 442 Million earned media impressions and news coverage from around the world just weeks after the initial launch, translating to record sales during a time when the rest of the industry was negative.
When the product originally launched back in 2010, we focused on those who enjoy knockin’ back a good bourbon a little too often, and created EatResponsibly.com, a virtual meeting place for Bourbon Burger addicts. Here, “Bourbon Burgeraholics” can manage their addiction, answer questions about their condition and even stage an intervention.
That campaign was rounded out with a PSA-like TV spot and radio commercial, as well as in-store posters and square-shaped drink coasters that were placed in bars and clubs around town.
The Chicken Sandwiches at Carl’s Jr. and Hardee's are made by hand, not by machine. So, naturally, robots are pissed. They're out of work, angry, and want to exact some revenge. In this online video game we created with the help of our friends at RESN, we pit man (actually, Happy Star and a team of smoking hot models) against machine. Players fend off a marching army of robots with chicken sandwiches shot from a bikini slingshot, a.k.a.The Slingkini. Those who do well are rewarded with free sandwiches, coupons…and the adoration of the human race.
We had over 50k unique visitors playing the game for an average of 5 minutes and 30 seconds, during the six weeks the game was live, and our coupon redemption rates skyrocketed over 300% as a result.
To generate excitement for the new video game for ABC’s Wipeout, we held a competition between regular people who bought the game and a real guy who lost on the show.
We advertised this contest with a TV commercial and Facebook community activation, with the final match playing out on The Jimmy Kimmel Show featuring funny man Guillermo from the show.
What happens when you pair the two best grilling meats - cheeseburgers & pulled pork - with two hot supermodels - Emily Ratajkowski & Sara Jean Underwood?
Epic sales and massive earned media impressions. Oh, and a lot of folks who want to come to the shoot.
We did just that for the Memphis BBQ Burger from Carl's Jr. & Hardee's and sales reached an all time high for a limited time product offering, and garnered over 300 Million earned media impressions.
As part of a secondary campaign to reach a younger, hipper, more internet savvy audience, we enlisted the help of internet video star, Threebrain, to help us develop a series of web and TV spots focusing on AMPM's vast collection of Too Much Good Stuff.
When McDonald’s abruptly dropped their Angus beef burgers from their menu, we saw an opportunity to start a conversation about Angus and highlight Carl’s Jr. and Hardee’s burger superiority.
So, in a one-day marketing blitz, Andy Puzder, the CEO of Carl’s Jr. and Hardee’s, replied to some of the thousands of angry McDonald’s customers on Twitter to assure them they could still get Angus burgers at his restaurants.
On that same day, we also ran a full-page ad in USA Todayand sponsored a highly-targeted message on Facebook, all directly aimed at McDonald's customers. And all leading them to ReclaimYourAngus.com for a coupon to get our bigger, better Angus burger for less.
In just three days, the campaign had over 19 Million Twitter impressions, 102 Million earned media impressions, and 37k new fans to Carl's Jr. and Hardee's on Facebook.
Besides Sir Mix-a-Lot and a handful of uptight teachers, people loved this campaign. Millions viewed it on YouTube, thousands downloaded the ringtone (our mobile company's most successful ringtone to date), and the song became water-cooler talk all over the airwaves and the blogosphere.
Check out the longer :60 radio spot that started it all, our intentionally-amateurish “flat buns enthusiast” site (which was referenced only in a lyrics of the song) and the funFamily Guy video mash-up/cross-promo.
In the political season of 2010, we set out to make the bacon-wrapped hot dog the official hot dog of Los Angeles. And at the same time, promote two of Farmer John’s signature products: hot dogs and bacon.
The campaign was modeled after a political campaign using TV, radio, mobile, social media, lawn signs, bumper stickers and even volunteers collecting signatures (and dispensing coupons) outside of grocery stores that carried the products. The effort ran from Labor Day to Election Day, when we received enough votes to make it official with a proclamation from the City.
Not only did we achieve our goal and make hot dog history, we retained Farmer John’s #1 position in the market and increased sales by an unprecedented 53%.
Cisco Systems is the largest networking company in the world. But to the general consumer, they're virtually unknown.
This global 3 year campaign was aimed at demonstrating the power of the network in real time. It brought life to everyday objects and their potential to be and do more, backed by the largest network in the world.
We all love burgers, but as New Years resolutions stack up and you've had your fill of big indulgent meals, you might look to something a bit more healthy, like fish, to fill you up. The problem with fish as most all fast food restaurants is that it's almost always fried. But what happens when you just don't want get fried?
Enter the Charbroiled Cod Fish Sandwich, all the great flavor of charbroiling, but with half the calories of our normal burger offerings. And who better to show off the perfect bikini body than Sports Illustrated Swimsuit model, Nina Agdal.
The campaign launched on the Super Bowl and racked up over 500 Million earned media impressions, boosting Carl's Jr. and Hardee's sales up nearly 7%.
Bomba, an Austrian energy drink company, knew they had to break into an already crowded market in an unique way. Who better to demonstrate the explosive power of Bomba, than a bunch of fun-loving geriatrics.
It was about time that Hardee's and Carl's Jr. got credit for their Made from Scratch Biscuits. This campaign was a celebration of that unique biscuit baking process…and the biscuit bakers themselves. Through dramatic angles, larger-than-life imagery and compelling storytelling, we shined a light on our freshly baked biscuits in a way that felt stylized, but also honest and hunger-inducing.
Tokyo 7-7, a Japanese family owned and operated 100% American style coffee shop, hidden away in the back alleys of downtown Culver City, celebrated it's unique pairing of two very different cultures with this series of posters.
By some weird stroke of luck, or karma for also being loyal Tokyo 7-7 customers, my partner and I were nominated and later awarded and profiled as "Nice Modernists" by Dwell Magazine for our work on the campaign.
People loved Thickburgers at Hardee's, but they didn’t always love the size or the price tag. Enter the Little Thickburger and an agency-motivated, interactive campaign that cranked up sales in a big way at just the right time in our economy.
The TV spots were so popular and the campaign produced so much fan mail that we decided to let viewers in on the fun too with an online Ad Generator application. Over 40,000 people quickly flocked to the web to write their own ad, and we put the best ones on TV. Local customers turned into local celebrities as their very own commercials ran on TV — and the local press ate it up.
Carl’s Jr. teamed up with the Maloof Brothers, owners of The Palms Hotel in Vegas and the Sacrament Kings, and the result was more than just the assigned TV commercial.
In an act of economic rebellion, and in true Vegas-style, we created the world’s most expensive fast food combo: The $6,000 Combo Meal. And we actually put it on the room service menu at The Palms hotel, Las Vegas.
The premium pairing also motivated the brand to introduce a “Recommended Wine Pairings” list for all their other Six Dollar Burger offerings and conduct real “tastings” in Carl’s markets.
With a burger name like Big Carl, how do you not go after the Big Mac? Especially when it has twice the meat and cheese, for less dough. We figured if we can be a better value than McDonald’s, the value leader, all we had to do was tell the world in a compelling and entertaining way.
The Big Carl went on to become the most successful product launch in the history of the brand (over 60 years!), and the CEO of Carl’s Jr. attributes much of this to the marketing.
In the Vietnam War, over 5,000 highly trained canines were used to help U.S. Soldiers locate enemy ambushes, detect mines, protect their handlers and be their senses on the front line.
After the war, these dogs were left behind or euthanized for their efforts, never recognized for the many lives they helped save and protect.
This campaigns goal was to increase awareness for the War Dogs effort and generate funds to construct a permanent memorial in their name.
When Carl’s Jr. and Hardee’s decided to come out with a Turkey Burger, we suggested teaming up with Men’s Health Magazine to help create it and give it some male cred. Since it was lower in calories than their regular burgers, you have less to burn off.
A little less. So we created a series of fun, interactive banners on MensHealth.com and the brands’ Facebook pages where users could click ‘n drag their way to losing one whole calorie. (Try for yourself on the 2 web banners below.) Users who completed the task got a cool, sharable certificate for their achievement and a coupon for their next Turkey Burger.
For years, Portfolio Night has given aspiring art directors and copywriters the chance to have their portfolios reviewed by some of the best Creative Directors in town.
But in this digital age, the advertising landscape is changing and the traditional creative team is expanding to include technologists. So we set out to make Portfolio Night in Los Angeles, hosted by 72andSunny, the first to reflect this change and welcome not only writers and designers, but technologists too.
To demonstrate just how much is possible when art, copy and code come together, we put all three in a room for 24 hours with the task of creating something they'd be proud to put in their portfolio. Here is what happened.
Here are some other favorites of mine that aren't necessarily part of larger fully integrated campaigns, but they're fun to watch.