• CKE Restaurants campaign to bring awareness about the Hardee’s and Carl’s Jr. app on the iPhone and Android phones.• Promote downloads of the app• Drive consumers in store via Happy Store Rewards, GPS-loyalty program that rewards users for checking in at Hardee’s and Carl’s Jr.Purpose & Objectives
• Phase I – App roll out for core fans – using Facebook, Youtube, brand websites, and e-mail list.Programming – Phase I
• Phase II – partnered with mobile advertisers Jumptap and Flurry to promote the app• For every five check-ins consumers received one free coupon – the app suggests sharing on social networks• App was heavily promoted in restaurants using flyers, tray liners, etc.• Twitter contests.Programming – Phase II
• 36% redemption of mobile coupons on spot• Facebook – Hardee’s has 524,321fans, Carl’s Jr.has 822,567.•Combined they have almost 30,000 followers onTwitter• App climbed to the top five free apps, surpassing Facebook and a version of Angry Birds during the campaign.Evaluation
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