Carl's Jr., Hardee's use Facebook app, giveaway to promote comfort food

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Carl's Jr. and Hardee's fast-food restaurants are running a digital campaign to promote the launch of their comfort food line.

The initiative, launched this week, targets “young, hungry guys” and features an interactive Facebook application called “The Comfort Place,” as well as an online contest and online video. Parent company CKE Restaurants operates both chains.

The two brands' Facebook pages are also hosting an interactive application that consumers can use to post “comforting messages” on their own or friends' Facebook walls.

Consumers can use the app to invite friends to a local Carl's Jr. or Hardee's for a “comfort session.” They get rewards and coupons for Grilled Cheese Bacon Burgers for doing so.

The fast-food chains are also running a five-week sweepstakes on their Facebook pages. Each brand will give away two “comfort packages,” comprised of branded blankets, slippers, a massager and gift cards, per week.

Commercials supporting the Grilled Cheese Bacon Thickburger will begin airing in Hardee's markets on March 1. The TV ads were created by Los Angeles-based advertising agency Mendelsohn/Zien, according to a statement.

The ads are also running on the two brands' respective YouTube pages at www.youtube.com/carlsjr and www.youtube.com/hardees. Brand representatives will also Tweet about the promotions at www.twitter.com/carlsjr and www.twitter.com/hardees. The effort will run until March 26.

A CKE representative could not be reached immediately for comment.

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