Carl's Junior has taken augmented reality to a relatable and exciting new level. For the launch of its new Grilled Chicken Salads menu, Kim Kardashian has been hired as the spokeswoman for a multi-faceted digital campaign.
The digital campaign, created by 72andSunny, digital AOR for Carl's jr. & Hardee's, has a ton of depth, and I'd like to congratulate Carl's Jr. for using such a proactive strategy. The promotion of the main event will use Facebook its main hub, with Kardashian herself welcoming customers to the site. After her initial welcome message, users can then choose to interact with her, using a range of social media options. (For example, want to see Kim twirl?! Press T!) The stellar augmented reality component was created by Circ.us.
<DIV style="BORDER-RIGHT: #ccc 1px dotted; PADDING-RIGHT: 10px; BORDER-TOP: #ccc 1px dotted; PADDING-LEFT: 10px; BACKGROUND: #f3fbff; PADDING-BOTTOM: 10px; FONT: 11px Verdana,sans-serif; BORDER-LEFT: #ccc 1px dotted; PADDING-TOP: 10px; BORDER-BOTTOM: #ccc 1px dotted"><STRONG>Stay informed!</STRONG> For more news and information on innovative brand campaigns, attend the iMedia Brand Summit. Feb. 7-10, 2010. <A style="COLOR: #039" href="http://www.imediaconnection.com/summits/24991.asp">Learn more about the iMedia Brand Summit.</A> </DIV>
A Twitter feed will run at the bottom of the Facebook promo, where fans can post their comments on the new menu offerings. In addition, users can roll over descriptions of each salad to get more info. A printable coupon for a free small diet coke is also available.
The centerpiece of the launch campaign is an augmented reality lunch date with Kardashian where fans can chat and ask her question while sharing a virtual lunch of a Carl's Jr. grilled chicken salad. In order to get the code into the chat room however, fans need to give one of the new salads a try in the real world (and don't forget to take them up on their offer for a free diet coke!).
The goal for the Facebook hub is three-fold. Firstly, Carl's Jr. hopes to increase sales from new and old customers. Secondly, the brand is trying to increase the social media sphere. And thirdly, Kardashian herself gets to extend the value of her personal marketability. Maybe she can pitch a new reality show on her experiences in the digital advertising industry, if the campaign is successful (I know I'd watch it).
It's a smart strategy. Kardashian serves serve as a prominent mediator for fans to create exponential buzz for Carl's Jr. via social media.
On an ending side note: I'd also like to praise Carl's Jr.'s attempt to provide more healthy options on its menu. Each salad will have its own suggestions for putting together a low-calorie meal at Carl's Jr., and the options go beyond the salad itself. Have you ever eaten a Carl's Jr. burger wrapped in lettuce? Mmmmmm….
