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Carl's Jr. and Hardee's Challenge the Worthy to Become 'Burger Slayers' in New Interactive Marketing Campaign

Jul 19, 2006

A First for Both Brands, Campaign Employs Mobile Technology and User-Generated Content

CARPINTERIA, Calif. – July 19, 2006 – Hearty appetites meet their match daily at sister burger chains Carl's Jr.® and Hardee's®. The challenge of a Six Dollar Burger® or Thickburger® promises stomach satisfaction, but good news exists for glory-seekers craving something more.

Now, a new gauntlet has been thrown down to find the bravest burger eater in the land with the launch of an online portal aptly titled "Burger Slayer." The campaign, live online and accessible at and, connects laptops to table tops by encouraging participants to snap a photo of themselves devouring -- or "slaying" -- their favorite Carl's Jr. or Hardee's menu offering and then submit it for posting online.

Modern day slayers, armed with their mobile camera phone as weapon of choice, gain entry into the tourney of faces by snapping their burger-devouring action shot and sending to or, or by uploading images from their digital cameras directly onto the site. Daily, the best photos will be selected from the burger battlefield and posted to the Web site ( or Lords and ladies visiting the sites must cast votes for their favorite and click them on toward victory. The chosen one is then knighted Burger Slayer of the Month. Burger glory comes swiftly, with the winner's photo posted, with a bio if desired, on the highly trafficked home pages of the respective Web sites and with handsome payment in the currency any young, hungry guy can appreciate: free burgers for a month.

Burger Slayer is the brainchild of Spacedog, a Los Angeles-based independent interactive marketing agency and the interactive agency of record for Carl's Jr. and Hardee's. Challenged to make site hits materialize into restaurant visits, the Spacedog team decided to utilize mobile technology to bridge the connection from the menu board to the keyboard, and Burger Slayer was born.

"The hottest thing on the Web today is user-generated content like the phenomenon," said Brad Haley, executive vice president of marketing for Carl's Jr. and Hardee's. "So, we wanted to give our customers the chance to create some content of their own in a fast and easy way by shooting still photos of themselves in slayer mode on their camera phones." Haley continued, "Our online marketing agency, Spacedog, has been a big proponent of nurturing user-generated content and created this fun idea to make it possible for almost anyone to do so."

"Burger Slayer is an ideal project for us -- we're able to employ emerging technologies by encouraging young, hungry Carl's Jr. and Hardee's burger fans to participate in promotions via their cell phones. This is user-generated content at its best: it's easy to create the content, and it helps our fans share their connection with Carl's Jr. and Hardee's in the online community," said Dustin Callif, managing director of Spacedog. "We challenge every burger slayer out there to use their phone to snap a photo while devouring their favorite Carl's Jr. or Hardee's burger. Who knows? You may find yourself featured on the home page of or as the Burger Slayer of the Month."

In-store elements will encourage novice slayers to snap a shot of the action and throw their hat in the ring; word of the offer will be circulated via social networking sites such as, photo sharing networks such as Flickr, and banner ads on Yahoo! Photos can be submitted directly via mobile phone to or, or by uploading images from digital cameras directly onto the Burger Slayer site. The competition will renew monthly.

About CKE Restaurants, Inc.
As of the end of its fiscal 2007 first quarter, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,141 franchised or company-owned restaurants in 43 states and in 13 countries, including 1,062 Carl's Jr. restaurants, 1,963 Hardee's restaurants and 100 La Salsa Fresh Mexican Grill® restaurants. CKE is publicly traded on the New York Stock Exchange under the symbol "CKR" and is headquartered in Carpinteria, California.

About Spacedog
SPACEDOG is an independent, full service, interactive marketing and branded entertainment development and production agency, focused on creating unique and effective campaigns and entertainment content opportunities for major brands. A pioneer in the fast-growing business of interactive marketing and branded entertainment, they are the interactive agency of record for a number of high-profile companies including Carl's Jr., Hardee's, Qantas Airways and Air Pacific. The agency also has clients in a variety of industries including entertainment, travel, retail, financial, high tech, and quick service restaurants. For more information, please visit