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Carl's Jr., Hardee's Spider-Man promo includes Augmented Reality app

May 22, 2012

Carl's Jr. and Hardee's have a variety of promotions planned for their partnership with Columbia Pictures' theatrical release of The Amazing Spider-Man, in theaters July 3. Among them are a new burger, mobile game and app, six city tour and in-store merchandising.

The chains have introduced "The Amazing Grilled Cheese Bacon Burger" to complement the partnership. The premium burger features a charbroiled Black Angus beef patty, bacon strips, American cheese, Swiss cheese and mayo, all on grilled bread. Prices start at $3.29 and may vary by location.

"The Amazing Grilled Cheese Bacon Burger and The Amazing Spider-Man film promotion bring together two beloved American institutions: burgers and superheroes," said Brad Haley, chief marketing officer for parent company CKE Restaurants. "And, we know our loyal 'young hungry guy' fans are excited about both of them. A classic grilled cheese sandwich with a bacon burger in the middle of it definitely satisfies the definition of 'amazing.'"

Carl's Jr. and Hardee's also teamed up with Columbia Pictures for the first Spider-Man film in 2002.

The Amazing Grilled Cheese Bacon Burger will be promoted through The Amazing Spider-Man-themed commercials created by the Los Angeles- and Amsterdam-based creative agency 72andSunny, as well as radio ads featuring Spider-Man creator and comic book legend Stan Lee.

The first TV commercial, titled Sweet Costume, features Spider-Man dropping in on a group of costumed Spider-Man enthusiasts waiting in line at the movie's premiere. The fans think he's just another guy in a costume until he responds to a cry for help but isn't willing to leave his Amazing Grilled Cheese Bacon Burger behind. Check it out:

An additional video and behind-the-scenes content featuring Stan Lee, as well as his radio spot, will be available via the YouTube channels in June.

Other promotional activities

A second TV ad, titled Spider-Man Eats Free, will launch in late June to support the July 4 promotion for a free Amazing Grilled Cheese Bacon Burger to any guest who comes to a Carl's Jr. or Hardee's restaurant dressed as Spider-Man. The ad features a group of costumed fans celebrating with their free Amazing Grilled Cheese Bacon Burgers. Rules and restrictions will apply.

In-store merchandising at all U.S. Carl's Jr. and Hardee's restaurants will include a larger-than-life cutout image of Spider-Man. The 6-foot Spidey cutout includes a unique marker image fans can scan with their smartphones using The Amazing Spider-Man Augmented Reality app to activate interactive, 3D Spider-Man animations and unlock achievements. Guests can download Sony's free app from the App Store or on Google Play.

A six-city tour, dubbed "The Amazing Spider-Man Web-tacular at Carl's Jr. and Hardee's," will be held in June, with tour stops at Carl's Jr. restaurants in Los Angeles, Sacramento, Calif., and Houston, and Hardee's restaurants in St. Louis, Indianapolis and Atlanta. Each tour stop will include a giant spider web installation on the outside of the restaurant, photo ops and prizes, as well as exclusive Sony PlayStation game kiosks to preview and play the yet-to-be-released Activision video game.

In conjunction with Dr Pepper and PlayStation, Carl's Jr. and Hardee's will offer guests The Amazing Spider-Man Video Game Instant-Win cup promotion, with a total prize pool valued at more than $7 million, including PlayStation PS3 consoles and the upcoming The Amazing Spider-Man video game from Activision. A unique code on each cup allows guests to enter via text or online. Each 40-ounce collectors' cup includes a peel-and-win component for free or discounted food items.

Spider-Man-themed premiums will also be offered as part of any Cool Kids Combo at Carl's Jr. and Hardee's.

Carl's Jr. and Hardee's have added The Amazing Spider-Man promotional tabs to their websites with more information.

Read more about food and beverage launches and marketing and promotions.