Carl's Jr. promotes coupons with Facebook robot game
Consumers can collect coupons for Carl's Jr. chicken by playing a Facebook game
The Offer: Consumers who access the Carl's Jr. Facebook app can play a game called "Robot Death March" and qualify to win coupons for the quick service restaurant's hand-breaded chicken. The Facebook page also offers a $1 coupon to users who "like" the brand without playing the game.
The Data: Visitors who agree to install the app allow the company to access their basic profile information through Facebook and post updates to their news feeds on the social network.
The Channel: The game exists only on Facebook, but viewers can view the trailer online. Coupons must be printed out and presented upon point-of-sale. A TV commercial shows a robot returning from work unable to eat its Carl's Jr. chicken sandwich, after which the campaign tagline appears: "Machines can't eat it. Machines shouldn't make it."
The Creative: Developed by Los Angeles-based creative agency 72andSunny, the humorous campaign highlights Carl's Jr.'s hand-breaded chicken, made without assistance from machines or robots of any sort. Bikini-clad models help the player hurl chicken sandwiches using a bikini catapult, The Slingkini, to defeat an onslaught of invading robots.
Dylan Taylor is executive creative director of BMF. Taylor was the first Australian to be awarded the Irving Wunderman Award for lifetime achievement at the John Caples International Awards in 2008. He is on the Caples executive committee.
Is it involving? Tick. Does it appeal to a younger target market? Tick. Does it reward you at the end with a prize? Tick. Is it the most involving game I've played on the Net? No. I think it does the job, but with only 6,000 taking it up so far, it thus far looks very limited in its success.