Eleven-year-old Elliot Srikantia is the perfect example of what Carl’s Jr. aimed to achieve with its recent viral “How I Eat a Burger” campaign. Srikantia is a fan of one of the YouTube www.youtube.com/ stars the company asked to promote the chain’s new Portobello Mushroom Six Dollar Burger. But the Shaker Heights, Ohio, resident had never eaten at a Carl’s Jr.
Then, he visited family in Oakland, Calif., last month and repeatedly asked to visit Carl’s Jr. to taste the burger. For Srikantia, the chance to try the sandwich was the highlight of his trip to California.
For Carl’s Jr., the YouTube partnership met its mark, with more than 6 million online views of the videos and one of the chain’s most successful burger launches.
As a regional chain, the company is continually looking for fresh ways to target its young, hungry guy demographic on a limited marketing budget. The brand is known for its sexy television ads and has more recently created buzz for its edgy work online, where the 18-34 age group spends more of its time. More.
