November, 2009
Although meant to only be part of a product launch, the mobile aspect of the new Hardee’s campaign succeeded more than any other media usage. With the launch of their new “biscuit holes,” Hardee’s launched televisions spots, online advertisements, a mobile site and an application for smartphones. The idea was to garner attention from young male consumers and engage them with the new product. However, no media gathered more response than mobile. With more application downloads and opt-ins than any other ratingsor CTRs from broadcast or online. This outlined Hardee’s wide reach and emphasized their target’s media of choice. The biscuit holes are now growing in popularity at most Hardee’s locations with a steady progression. Visit the Hardee’s site for more information about their current promotions.