The New York Times: As teenage boys have turned away from television and radio, quick-service chains have tried a variety of ways to target them through nontraditional media, from Burger King's Facebook de-friending campaign to McDonald's online Big Mac jingle contest. Carl's Jr. has found success with fairly low-cost efforts that generate press coverage, including its recent partnership with skateboarder Rob Dyrdek. Efforts included a donation to a skate park and videos on YouTube.
"There's a lot of bang for the buck in this stuff," said Andrew Puzder, CEO of Carl's Jr. parent company CKE Restaurants. "It's not as expensive as running an ad to do something with Rob — we contribute to his skate park, and you get a lot of free media from that."
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