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.
That's right, Aqua Teen MotherF'ing Hunger Force meets Carl's Jr. This was one of my life goals realized. Don't judge.
Teens are hyper aware of the negative health effects of smoking, but they're not aware that smoking in their on-line dating profile pics gets them half as many matches. So we made a song about it - featuring Becky G, 5th Harmony, Grace Helbig, King Bach, Harley Morenstein, Anna Akana, Jimmy Tatro, Alphacat, Terrence J and Timothy DeLaGhetto.
To our surprise and delight, when we debuted our Left Swipe Dat video on the Grammy, our #LeftSwipeDat was the number one organic top trending topic on Twitter in the US and Worldwide, beating out #Grammys.
Carl's Jr. & Hardee's are going all in on America, with the Most American Thickburger. This patriotic monstrosity is jam packed with a hotdog and potato chips, so we jam packed our promotion of the product with the Most American campaign ever.
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.
Celebrities have unknowingly re-normalized the behavior of smoking to teens merely by being seen in public smoking cigarettes. Premiering on the MTV Music Video Awards, this campaign drives the point home in a big, impactful way. Followed up during the next commercial break with a second film to hammer home the point.
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.
Carl's Jr. announced the first All Natural, Grass-Fed burger in Fast Food, which is really, really big news for the industry. So we wanted to find a really, really big way to announce this news. Enter the Super Bowl and model Charlotte McKinney. With over 5 Million views on YouTube in five days and over 1,300 individual press hits, the spot hit over 1.75 Billion earned media impressions before it ever even hit the TV screen. One week after launch it skyrocketed to over 10 million views on YouTube with 2.75 Billion earned media impressions making it the most successful product and marketing launch in Carl's Jr. & Hardee's history.
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.
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.
For the launch of the Texas BBQ Burger, Carl's Jr. and Hardee's went all in on Texas…with a special cameo appearance.
Sales reached an all time high for a limited time product offering, and garnered over 700 Million earned media impressions.
To help connect the mission of truth to teen culture, we've partnered with other relevant brands throughout the campaign in fun inspiring ways.
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!
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.
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.
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.
To the show the progress of the movement, we constructed a series of Progress Reports to air on-line and TV.
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.
Here are some other favorites of mine that aren't necessarily part of larger fully integrated campaigns, but they're fun to watch.