Carl’s Jr. Serves New Ad Campaign with YouTube Celebrities
Posted by | Tommy Liu | June 4, 2009 | 9 Comments
While Google continues to find ways to monetize their popular video site, YouTube, with its user-generated content Carl’s Jr. will be banking on those same UGC from popular YouTube faces for their new Portobello Mushroom Six-Dollar Burger ad campaign.
No strangers to risky ad campaigns (think Paris Hilton car wash) Carl’s Jr. used nine YouTube celebrities who combine for 3.8 million YouTube subscribers, 590,000 followers on Twitter and 25,000 Facebook fans according to Adweek (that’s a whole lot of targeted eye-balls) for this campaign. Only a handful of advertisers have used YouTube personalities to endorse their product.
This is a great move by Carl’s Jr. whose creative brief to the YouTube stars was to mention the burger, tell viewers how they eat their burgers, and then pose the question to the viewers. What’s great about this approach is it allows the YouTube stars to do the video in their fashion to reach their audience, while encouraging viewers to take part in the fun with a video response of their own truly making this a social campaign. The beauty behind this method is that viewers are willingly watching these video ads, and I suspect the viewers to be inclined to watch the other YouTube celebs’ videos to compare and discuss. That’s nine watched Carl’s Jr. ads per user, how’s that for promoting brand awareness?
Many agencies are eager to see the results of this campaign (including us) because if successful it proves UGC can be profitable, online video is a medium not to be ignored and social media deserves all the hype and praises it’s received as a marketing tool. Not to mention this is a much cheaper way to endorse a product and will cost a fraction of a TV-based ad.
I’ve embedded all nine videos below. Each video possesses it’s own charm and flair by being either humorous, provocative, goofy or crooned. Check to see if your favorite YouTube celeb made a video for the new mushroom-burger.
Man, I am starving now, I can really go for a Porto damn, this type of advertising really does work. So which of these videos is the best? (I’m going to have to go with SXE Phil here) And how do you eat your burger? Let me know in a Tomment! How do I eat my burger? …Like a f**kin’ maniac.
Supercool Creative is an ad agency specializing in online video creative & production, video seeding and integrated social media campaigns. Supercool Creative provides superior production quality, targeted viral marketing and relevant social media campaigns. Contact us: Supercool@Supercoolcreative.com.
Tags: ad campaign > adweek > carl's jr. > dave days > facebook > google > hotforwords > ijustine > Let's Talk, Social Media > nigahiga > Online Video > paris hilton > smosh > smp films > supercool creative > sxe phil > tommy liu > twitter > ugc > wastetimechasingcars > youtube > youtube celebrities
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9 Responses to “Carl’s Jr. Serves New Ad Campaign with YouTube Celebrities”
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June 4th, 2009 @ 1:15 pm
Great stuff! Phil’s funny, but Nigahiga is better. Just saying the name of the burger is a tongue-twister and he does it so well. Plus he’s hilarious you should watch his how to be a gangster video.
June 4th, 2009 @ 4:16 pm
Alphacat as the Sneaky Burger Man FTW! What is the appeal of hotforwords?? Her video wasn’t very good.
I can definitely go for a burger right now I’m so hungry. Damn you Carl’s Jr.!!
June 4th, 2009 @ 9:02 pm
@JTL Nigahiga is my 2nd choice. And I have seen that video, I certainly see why he’s so popular.
@Sasha E. Oh, c’mon. A knowledgeable woman who eats burgers? Who wouldn’t find that appealing.
June 5th, 2009 @ 8:37 am
LOL at eating “like a fucking maniac” I also eat like that. Yeah that Hotforwords video is weird, but the educational part of it was cool. Watching all 9 videos does make you hungry, I know what I’m getting for lunch.
June 5th, 2009 @ 11:45 pm
@Oppo313 – Glad to see I’m not alone in my manic eating habits. Take it easy during lunch if you’re in public.
June 6th, 2009 @ 9:09 am
If this campaign works out you can expect a lot more YouTube celebrity videos and a lot more people turning on a webcam to try to be a star. Google’s needs to monetize YouTube fast if this campaign takes off because these kids can be bankable personalities.
June 6th, 2009 @ 1:51 pm
your crazy! dave days is the best i wish he would sing like that to me i would buy him a burger everyday! tomment that’s cute.
June 6th, 2009 @ 7:16 pm
@Chris When you’re right you’re right. Google needs to monetize for the sake of the internet because I can’t imagine Google to take losing hundreds of millions of dollars for too many years.
@2hot2handle Yeah…don’t we all wish to be serenaded. I’d settle for a whistle.
June 14th, 2009 @ 5:35 pm
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