February 12th, 2010 → 1:25 pm @ Jordan McAuley // No Comments
“Kim Kardashian, a reality TV celebrity famous for being famous (and for a particular anatomical attraction) has 500,000 fans on Facebook and 2.6-million followers on Twitter.
I give Carl’s Jr. restaurants kudos for attempting to leverage this existing (key word: existing) media platform. They’ve signed Kim to hawk their new salads… beginning with a live, online event that occurred in January. (The Ultimate Salad Lunch Date With Kim), 3D video, coupons distributed from Kim to the 2.6-million. I’m not at all sure about Carl’s Jr. selling salads, but I sure do like the renting of a celebrity with the list.
This changes the entire game of paying for celebrity endorsers or spokespersons in my mind: if you’re going to get one, seems preferable to get one who can deliver a direct marketing vehicle for your use. Of course, the star’s fans, friends ‘n followers need to be your customers, which Carl’s believes to be the case. Were I casting about for a celeb for an infomercial, print campaign, direct-mail, etc., I would now ask about the social-media platform they control.
Who says salads can’t be HOT?” – Carl’s Jr. has a history of tying sex appeal to its products and TV commercials, notably the once controversial campaign with Paris Hilton. More recently, steamy ads featuring a star of MTV’s The Hills. They are also frequent users of online media. This summer, they paid popular YouTube celebrities (!) to create viral videos for their $6 Mushroom Burger.”
- Dan Kennedy’s No B.S. Marketing Letter – Click Here To Get 2 Issues FREE!
Tags: carls jr, dan kennedy, kim kardashian, paris hilton, the hills
