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Carl's Jr., Hardee's Web sites go interactive, 3D
October 1, 2008
CARPINTERIA, Calif. — Carl's Jr. and Hardee's have re-launched their Web sites with anupdated look, expanded interactivity and new customer loyalty program, the companies announced.
The sites, carlsjr.com and hardees.com, feature an enhanced "young, hungryguy's" dream bachelor pad, starting with a virtual, 3D living room landingpage and a large, flat-screen TV playing Carl's Jr. and Hardee's latesttelevision ads. A library of some of the brands' historical ads isalso accessible.
Site visitors can now select a virtual roommate as well as earn points playing the "Burger Slayer"loyalty program game to customize the look of the living room and eventually unlock "hottie" roommate options and other brandfreebies.
Brad Haley, executivevice president of marketing for Carl's Jr. and Hardee's restaurants, said the redesigned sites were a response to other brands' close copying of the original sites.
"We wanted to regain our leadership with revamped sitesthat take the virtual living room environment and the overall brandinteraction potential to a whole new level," Haley said.
The living room landing page has been updated with 3D modeling as well asreal-time day-to-night transitions, with the scene outside the window and the Carl's Jr. or Hardee's meal on the coffee table reflecting the time of day visitors log on.
In conjunction with the launch of these new sites, CKE Restaurants haspartnered with Lionsgate for a promotion in support of their recent theatricalrelease "My Best Friend's Girl." Consumers visiting the Carl's Jr. or Hardee'ssites can click on the movie poster in their virtual living room and enter the"Shave an Eyebrow for Love" contest for the chance to win $1,000. The sitewill serve as a platform to promote other such partnerships in the future.Movie clips are able to be viewed on the site's flat-screen TV.
The site also contains nutritional or restaurant location information. The information can be customized forvisitors wanting to gather nutritional information for each menu item or anentire meal.
The sites were designed by the digital division of Mendelsohn|ZienAdvertising, formerly operated as digital design and marketing firm, SpacedogInteractive. Mendelsohn|Zien is the Los Angeles-based agency known forcreating the brands' edgy, iconic advertising campaigns.
ExitReality created the 3D experience, and visitors can download the ExitReality 3D component to convert their profile pages on social network platforms, such as MySpace and Facebook, into 3D environments.
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