Many try, few succeed. I’m talking about successfully integrating mass media with social media. But it looks like Hardee’s might have found the sweet spot with their new “Name Our Holes” campaign.
Many of you probably know that Hardee’s and Carl’s Jr are basically the same company, but just called different names in different markets. I happen to live in a Carl’s Jr market, so I heard about this campaign from my friend Tim, who just happens to be the guy conducting the “consumer research” in the videos.
The whole thing works because it includes all of the necessary mass and social media elements
- The videos are edgy, funny and memorable.
- The TV spots encourage the consumer to get involved and contribute the the fun they’re seeing on TV at the website.
- The website does more than just repeat what consumers already saw online. It offers up a few extra “too edgy for TV” spots so that they can be spread around the web.
- The website allows consumers to participate at various levels of engagement. If you want to record a webcam video, you can. If you’re not that kind of person, you can do a write-in. And if you just want to watch and vote, you can do that too. Too many campaigns rely on getting super-engaged consumers to participate. The reality is that they’re aren’t too many of those out there.
- The website facilitates sharing. They make it easy to embed links, post them on Facebook or Tweet them.
- Then they figure out how to make even the lesser engaged consumers feel like they’re a part of the process by emailing them a custom video featuring their content! I’m not the type of person who records webcam stuff, but I did submit a name for their holes and found it to be pretty cool to see my name on their commercial.
- Most importantly, the whole campaign stimulates on and offline word-of-mouth. Yes, it’s cool for consumers to spread the videos around using social media platforms. But it’s even cooler when consumers talk about and recommend the brand because they came up with a funny name. Plus, Hardee’s really wins because they don’t even need to use the silly, sexual innuendo names.
- The campaign will continue to live when the TV commercials are long gone because Hardee’s gave consumers permission to call they whatever they want. A great example of letting consumer take control of the brand.
Nice work, Hardee’s. Really nice work. And I gotta say that my friend Tim’s great role as the straightman makes the videos even funnier.