SAMMY 2010 Best Branded Social Media Video Finalist: Initiative / Carl's Jr.
publication date: Aug 22, 2010
How do you turn a new sandwich into 11 million views on YouTube? Initiative's "How do you eat your burger?" campaign drove Carl's Jr.'s subscribers on YouTube by 6 times and increased the number of video views 12 times. The audience didn’t just watch the videos, participation was through the roof and immensely positive. The videos amassed over 78,000 comments and 90,000 immensely positive ratings averaging 4.7 stars out of five. It’s no wonder Carl’s Jr. had seven of the top eighteen most watched videos on YouTube at one time – a feat yet to be beat.
Consumers weren’t the only ones to love it, the ad world did too as they kept it on Ad Age’s Top Ten Viral Video Chart for nine straight weeks. Most importantly – these simple viral videos DOUBLED the average per store sales of the Portobello Mushroom burgers.
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