By Andrew Wallenstein
Just as Anheuser-Busch launched its own hub for original
video programming last year in the form of Bud.TV, Carl's Jr.
wants to target young males with edgy comedic webisodes.
Brad Haley, executive vice president marketing for Carl's
Jr., confirmed his company was interested in shifting away from
traditional digital advertising, but cautioned the initiative
was in an exploratory phase.
"We've been intrigued by some ideas, but at this point we
haven't made commitments to anybody," he said, noting that its
CKE Restaurants Inc. corporate sibling Hardee's also might
adopt such an approach.
Haley said the proposed programming could be in the vein of
Carl's Jr.'s ballyhooed 2005 TV commercial featuring a
bikini-clad Paris Hilton washing a Bentley, which became one of
Internet video's first viral hits.
"Sometimes it relies on sexuality to be edgy but it doesn't
always," Haley said. "Other types of humor can be edgy."
Haley said he was not interested in launching an online
network per se as much as a series of webisodes with some
degree of brand integration. So-called "destination site"
strategies have largely fallen out of favor in the wake of
Bud.TV, which quickly went flat.
Carl's Jr., home of the Six Dollar Burger and other manly
treats, last year edited commercials for a sandwich with "flat
buns," which featured a fetching teacher dancing on her
classroom desk, because of complaints from educators.
Reuters/Hollywood Reporter
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