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.
