hardees social media campaign
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Hardee’s & Carl’s Jr. Happy Star Rewards By Alex Jones, Jordan Smith & Kelsey Hull
PROMO
Purpose & Objectives
• CKE Restaurant's 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.
Programming – Phase I
• Phase I – App roll out for core fans – using Facebook, Youtube, brand websites, and e-mail list.
Programming – Social Media
Programming – Social Media
Programming – Phase II
• 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.
Evaluation
• 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 on Twitter• App climbed to the top five free apps,
surpassing Facebook and a version of Angry Birds during the campaign.