Over the last decade, fast food chains have been trying extremely hard to reach a young audience by partnering with sport celebrities and sponsoring sport events (think about McDonald’s Olympic Partnerships). One of the last example features skateboarder and TV personality Rob Dyrdek taking part of a series of viral video‘s for American quick-serve chain Carl’s Jr. The serie of three videos had drawn more than 200,000 views since it was posted on Jan. 29 on YouTube and the promotion dedicated area www.carljr.com/robdyrdek .

Here is why I believe this campaign will be successful:

  • Rob Dyrdek is a star not known amongst many casual sports fans, but one who is sure to resonate with young males who love skateboarding. This makes the overall campaign more “underground” and targeted to a specific community (and it is cost efficient too)
  • Their online promotion area is interactive and compelling. It features very simple web 2.0 features but its design is not overloaded with superfluous additions.
  • The fast food chain has extended this campaign into a sponsored safe skateboarding initiative in Southern California. The Social responsibility of the safety campaign is a smart addition to the messaging.

I have watched these videos three times each so I had to share at least one with you :)

Sources:

“The Hamburger Chain Uses A Skating Hot Dog To Grab The Young Demo…“

“Carl’s Jr. Teams With Skateboarder Dyrdek”

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