Advertiser: CKE RESTAURANTS
Agency: 72ANDSUNNY
Category: Retail (Incl. Restaurants)
Advertising campaign: SPIDER-MAN EATS FREE
Mixer: Chris Winston (ON Music and Sound)
Flame Artist: George Fritz (Brickyard VFX)
Chief Creative Officer: Glenn Cole (72andSunny)
Lead Writer: Mark Maziarz (72andSunny)
Producer: Patrick McElroy (Spotwelders)
Senior Film Producer: Molly McFarland (72andSunny)
Director Of Photography: Chris Probst (DNA)
Editor: Lucas Spaulding (Spotwelders)
Director: Rich Lee (DNA)
Designer: Rob Anton (72andSunny)
Interactive Creative Director: Aaron Howe (72andSunny)
On Set Photographer: Alex Aristei
Creative Director: Justin Hooper (72andSunny)
Producer: Justin Si Diener (DNA)
Brand Manager: Mandy Hein (72andSunny)
Creative Director: Mick Dimaria (72andSunny)
Interactive Brand Manager: Nancy Ward (72andsunny)
Director Of Art Production: Natalie Flemming (72andSunny)
Interactive Producer: Ruben Barton (72andSunny)
Interactive Designer: Will Lindberg (72andSunny)
Outcome
The one-day promotion made waves in the press and culture, with over 300m earned media impressions – including an appearance on The Tonight Show with Jay Leno, over 7,000 dedicated tweets, and unprecedented engagement on the brand sites. Approximately 23,000 fans enthusiastically showed up to Carl’s Jr. and Hardee’s in costume to claim their free burger. Not to mention, the chains saw higher sales on that day than any other July 4th in the company’s history.
Relevancy
The 'Spider-Man Eats Free' campaign built for ten days and culminated with the launch of the Spider-Man movie and the July 4th holiday. As part of the integrated campaign, we set out to stoke audiences by celebrating Spidey-mania across all media channels with this promotional campaign. We even enlisted the authority on all things Spider-Man, Stan Lee, Spidey’s co-creator, to help educate our audience on costume Do's and Don'ts online — while our TV spot drove awareness of the promotion.
Client Brief Or Objective
To help supercharge the re-release of the Grilled Cheese Bacon Burger, Carl’s Jr. and Hardee’s joined forces with one of Sony Picture’s most popular franchises, The Amazing Spider-Man. The goal of the campaign was to drive trial of The Amazing Grilled Cheese Bacon Burger at Carl’s Jr. and Hardee’s on one of the historically slowest days in fast food - July 4th.
Implementation
Armed with the insight that Spider-Man is the number one selling costume in the world and knowing that the release of The Amazing Spider-Man would be a big cultural event, we created a unique, one-day promotion where anyone who came into a participating store on July 4th, 2012, dressed as Spider-Man, received a FREE Amazing Grilled Cheese Bacon Burger.