Hardee's happy star rewards

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.