As Super Bowl ad prices rise above $8 million for 30 seconds, brands like Carl's Jr. seek alternative ways to engage audiences. They focus on post-game hype, exemplified by their National Hangover Day campaign featuring free Hangover Burgers. The chain collaborated with social media influencer Alix Earle, whose campaigns garnered significant engagement, including a 47% engagement rate on Instagram and a 91% increase in followers. This partnership effectively reintroduced the brand to younger consumers, emphasizing authentic content and a fun, buzz-worthy approach.
"We didn't have a spot in the Super Bowl, but we had so much buzz on social media, between the free giveaway and the campaign itself," said Kara Gasbarro, vice president of creative strategy at Carl's Jr. parent CKE Restaurants. "It was a nice fit for us to reintroduce Carl's Jr. to a younger audience."
"We met Alix where she was, as far as being authentic," Gasbarro said. "That was really important to us with audiences, especially a very social-forward, young audience ... you want the content to feel fun and buzz-worthy, but you want it to feel real... what she would say, and how she would say it."
#super-bowl-ads #marketing-strategy #social-media-engagement #influencer-marketing #fast-food-campaigns
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