Carl’s Jr. The Brand & Social Media January 2009

Agenda Carl’s Jr. History The Carl’s Jr. Brand Demographics Building & Maintaining Marketing Dept. Structure PR & Social Media

Carl’s Jr. History

The Carl’s Jr. Brand

Demographics

Building & Maintaining

Marketing Dept. Structure

PR & Social Media

Carl’s Jr. History Founded 1941 by industry pioneer Carl Karcher One hotdog cart, grew to four Carl’s Drive in BBQ Carl’s Jr. was the smaller version of his sit-down restaurant Now operated by CKE Restaurants. Inc. Publicly traded on the NYSE as CKR Purchased Hardee’s 10 years ago company-operated & franchised restaurants in 42 states & 14 countries 1,175 Carl's Jr. restaurants & 1,915 Hardee's restaurants.

Founded 1941 by industry pioneer Carl Karcher

One hotdog cart, grew to four

Carl’s Drive in BBQ

Carl’s Jr. was the smaller version of his sit-down restaurant

Now operated by CKE Restaurants. Inc.

Publicly traded on the NYSE as CKR

Purchased Hardee’s 10 years ago

company-operated & franchised restaurants in 42 states & 14 countries

1,175 Carl's Jr. restaurants & 1,915 Hardee's restaurants.

Carl’s Jr. Brand Craveable burgers for young, hungry guys 18-34 year old males Sit-down restaurant quality food that doesn’t skimp on the premium ingredients or portion size Memorable, iconic advertising Sexy women Humor Burger drop Announcer & tagline

Craveable burgers for young, hungry guys

18-34 year old males

Sit-down restaurant quality food that doesn’t skimp on the premium ingredients or portion size

Memorable, iconic advertising

Sexy women

Humor

Burger drop

Announcer & tagline

Marketing Department Product Development Consumer & Product Research Advertising – tv, radio, print, digital, mail, outdoor, integration Merchandising – menu boards, window clings, trayliners, napkin wraps, signs Field marketing – local marketing in each DMA Sales Analysis Website Public Relations

Product Development

Consumer & Product Research

Advertising – tv, radio, print, digital, mail, outdoor, integration

Merchandising – menu boards, window clings, trayliners, napkin wraps, signs

Field marketing – local marketing in each DMA

Sales Analysis

Website

Public Relations

Social Media Allows participation between a brand and consumers No longer a push of information, but a conversation Has has created a new layer of influencers: mainstream media, bloggers, digital influencers, consumers Changing face of Public Relations Old model: PR sends message to media to disseminate to the masses New model: Brands participate in conversation, listen, respond

Allows participation between a brand and consumers

No longer a push of information, but a conversation

Has has created a new layer of influencers: mainstream media, bloggers, digital influencers, consumers

Changing face of Public Relations

Old model: PR sends message to media to disseminate to the masses

New model: Brands participate in conversation, listen, respond

Social Media Tools SM Press Releases embeded video, photos, logos, URLs, metatags BusinessWire, Pitch Engine SM Newsroom puts all of the social media releases & assets in one place pitchengine.com, carlsjr.com Social Networks: Facebook, YouTube Microblogs: Twitter Crowdsourced news: Digg, Reddit, fark, send to a friend

SM Press Releases

embeded video, photos, logos, URLs, metatags

BusinessWire, Pitch Engine

SM Newsroom

puts all of the social media releases & assets in one place

pitchengine.com, carlsjr.com

Social Networks: Facebook, YouTube

Microblogs: Twitter

Crowdsourced news: Digg, Reddit, fark, send to a friend

Post news, promotions, events, commercials & related video Users can become fans of the brands Applications allow fans to send a burger to a friend Ability to send messages to fans Voice of the brand is consistent

Post news, promotions, events, commercials & related video

Users can become fans of the brands

Applications allow fans to send a burger to a friend

Ability to send messages to fans

Voice of the brand is consistent

Post commercials & other related content Viral videos, event coverage, interviews with CEO & key execs Users can view, comment & re-post on other sites/blogs Provides user insight including demographics, discovery, hot spots One channel = maximum views Rob Dyrdek viral video views topped 30K views in the first 24 hours

Post commercials & other related content

Viral videos, event coverage, interviews with CEO & key execs

Users can view, comment & re-post on other sites/blogs

Provides user insight including demographics, discovery, hot spots

One channel = maximum views

Rob Dyrdek viral video views topped 30K views in the first 24 hours

Allows users to follow Carl’s Jr. stream of messages Short messages about news, promotions, humorous musings Retweets & Replies to questions/comments/complaints Allows us to listen to fans/detractors and respond Keep voice of the brand consistent

Allows users to follow Carl’s Jr. stream of messages

Short messages about news, promotions, humorous musings

Retweets & Replies to questions/comments/complaints

Allows us to listen to fans/detractors and respond

Keep voice of the brand consistent

Social Media Example Carl’s Jr. Texas Expansion Announcement Press release on BusinessWire & PitchEngine Twitter Started following media, bloggers & TX-based influencers in advance of announcement Hey Texas: 121 new Carl's Jr. units are coming to Dallas, Ft. Worth, Houston, Tyler, Longview, Beaumont. More info here http:// is.gd/eHxm Texas has 19 Carl's Jr. restaurants open already in San Antonio, Austin, El Paso. Can't wait for Dallas or Houston to open? Road trip! Resulted in more than 75 media mentions & 100 Twitter posts

Carl’s Jr. Texas Expansion Announcement

Press release on BusinessWire & PitchEngine

Twitter

Started following media, bloggers & TX-based influencers in advance of announcement

Hey Texas: 121 new Carl's Jr. units are coming to Dallas, Ft. Worth, Houston, Tyler, Longview, Beaumont. More info here http:// is.gd/eHxm

Texas has 19 Carl's Jr. restaurants open already in San Antonio, Austin, El Paso. Can't wait for Dallas or Houston to open? Road trip!

Resulted in more than 75 media mentions & 100 Twitter posts

Integrated Marketing Plan Partner with Rob Dyrdek Pro skateboarder, star of MTV’s hit show Rob & Big, entrepreneur Lifestyle icon for YHG Foundation builds free, legal street skating parks Carl’s Jr. donation for skate park Rob creates 4 viral videos for the brand Permanent branding in LA skate park Secure brand integration in his new show on MTV - Fantasy Factory Collector’s cups designed by Rob in all Carl’s Jr. restaurants

Partner with Rob Dyrdek

Pro skateboarder, star of MTV’s hit show Rob & Big, entrepreneur

Lifestyle icon for YHG

Foundation builds free, legal street skating parks

Carl’s Jr. donation for skate park

Rob creates 4 viral videos for the brand

Permanent branding in LA skate park

Secure brand integration in his new

show on MTV - Fantasy Factory

Collector’s cups designed by Rob

in all Carl’s Jr. restaurants

Social Media Plan YouTube viral videos, Fantasy Factory appearances, skate park event single source of posting embedded on Carlsjr.com & Rob’s official Web site Twitter messaging Announce videos with links Announce donation, cups, FF appearance Twitpics of cups, Rob & CEO, skate park

YouTube

viral videos, Fantasy Factory appearances, skate park event

single source of posting

embedded on Carlsjr.com & Rob’s official Web site

Twitter messaging

Announce videos with links

Announce donation, cups, FF appearance

Twitpics of cups, Rob & CEO, skate park

Social Media Plan Facebook Link to YouTube videos created by Rob News about skate park donation, Fantasy Factory appearance, cup promotion Video & photos from FF appearance; photos of cups

Facebook

Link to YouTube videos created by Rob

News about skate park donation, Fantasy Factory appearance, cup promotion

Video & photos from FF appearance; photos of cups

Media/Blogger Outreach Viral videos Provide bloggers YouTube link & brief info via email outreach Continue email outreach with each new video posting SM press release Announce skate park donation, FF apearance, cups, videos Embedded video, photo of cups, FF photos, skate park rendering Autographed cups for bloggers Incentive for embedding videos Provide contest prize for their site, creating more buzz Skate Park ribbon cutting event Media/bloggers invited Additional integration in Fantasy Factory episode

Viral videos

Provide bloggers YouTube link & brief info via email outreach

Continue email outreach with each new video posting

SM press release

Announce skate park donation, FF apearance, cups, videos

Embedded video, photo of cups, FF photos, skate park rendering

Autographed cups for bloggers

Incentive for embedding videos

Provide contest prize for their site, creating more buzz

Skate Park ribbon cutting event

Media/bloggers invited

Additional integration in Fantasy Factory episode

Online Outreach Traditional media Web sites Skateboarding blogs Pop Culture blogs Guy blogs Gaming blogs Marketing/advertising industry blogs Fast Food blogs Food Industry blogs

Traditional media Web sites

Skateboarding blogs

Pop Culture blogs

Guy blogs

Gaming blogs

Marketing/advertising industry blogs

Fast Food blogs

Food Industry blogs

Traditional Media Outreach TV – traditional news & sports; national & LA DMA Newspapers – national, all Carl’s Jr. DMAs Magazines - general sports, skateboarding, men’s Radio – morning/afternoon drive, sports talk shows Advertising/marketing trade publications Entertainment media

TV – traditional news & sports; national & LA DMA

Newspapers – national, all Carl’s Jr. DMAs

Magazines - general sports, skateboarding, men’s

Radio – morning/afternoon drive, sports talk shows

Advertising/marketing trade publications

Entertainment media

Sites YouTube http:// www.youtube.com/YoungHungryGuy Facebook http://www.facebook.com/pages/Carls-Jr/91702965455 Twitter http://twitter.com/carlsjr Carl’s Jr. http:// www.carlsjr.com CKE Restaurants, Inc. http:// ckr.com Hardee’s http:// www.hardees.com

YouTube http:// www.youtube.com/YoungHungryGuy

Facebook http://www.facebook.com/pages/Carls-Jr/91702965455

Twitter http://twitter.com/carlsjr

Carl’s Jr. http:// www.carlsjr.com

CKE Restaurants, Inc. http:// ckr.com

Hardee’s http:// www.hardees.com

Questions