Hardee's Social Media Campaign

Hardees & Carl Jr.s Happy Star Rewards

Hardees & Carls Jr.
Happy Star Rewards

By Alex Jones, Jordan Smith & Kelsey Hull

PROMO

Purpose & Objectives

CKE Restaurant's campaign to bring awareness about the Hardees and Carls 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 Hardees and Carls 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 Hardees has 524,321fans, Carls 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.

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Career

Hardee's Social Media Campaign