Carl's Jr., Hardee's launch GPS-based mobile app and rewards program

Share this content:

CKE Restaurants launched a GPS-enabled loyalty program on December 28 that rewards consumers for checking in at its Carl's Jr. and Hardee's locations.

CKE tapped design and advertising agency 72andSunny to help it develop the “Happy Star” app. The two companies have worked together since June 2009, when the agency designed Facebook apps for the two fast-food chains.

Consumers' first check in, and every subsequent fourth check-in earns them the opportunity to win discounted and free menu items, branded gift cards, prizes and merchandise from partner companies. Prizes include Sony electronics and tickets to see the upcoming film, The Green Hornet.

“Mobile rewards programs that offer coupons and high-end prizes will steadily increase store traffic, redemption rates and most of all, sales,” said Brad Rosenberg, manager of digital strategy and marketing at CKE Restaurants.

He said CKE's target demographic is the “young, hungry guy,” and consumers who view smartphones as the hub of social interaction.

“The young, hungry guy's phone is also his calculator, watch, alarm, camera and virtual lighter at concerts,” Rosenberg said.

The challenge in launching a project like Happy Star Rewards is developing uniformity in structure and procedures for all 2,800 Carl's Jr. and Hardee's locations, he added.

CKE will blend the rewards program with its existing marketing efforts on Facebook, Twitter, YouTube, the Carlsjr.com and Hardees.com brand Web sites, and its e-mail newsletters. The company will also tie the campaign to TV, radio and direct mail marketing.

“All efforts are merged into the application and literally put into the customer's hand while he is eating a free fry with the other,” Rosenberg said.

Loading links....
close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here