Fast food chain Hardee's seeks mobile help for new biscuit

By Dan Butcher

June 26, 2009

JumpTap runs a mobile campaign for Hardee's

Hardee's is asking consumers to think of names for its new miniature biscuits product via a multichannel promotion centered on mobile advertising.

The Hardee's campaign will deliver geo-targeted advertising across a category in JumpTap's mobile ad network comprising sites and applications frequented by males 18"49. Banner ads will run on the Boost Mobile on-deck portal and on a collection of social networking, entertainment, sports and lifestyle mobile properties.

"This is not just a banner buy from Hardee's, it is a multimedia promotion for the launch of this new product and one of the critical response mediums is mobile advertising," said Paran Johar, New York-based chief marketing officer of JumpTap. "ILoop Mobile is also providing a great user experience with a campaign WAP site.

"Insight Express is measuring brand metrics of the campaign, including ad effectiveness, awareness, message association and purchase intent," he said. "Mobile is so integrated in terms of the overall campaign perspective."

Hardee's is a restaurant chain located mostly in the Southern and Midwestern regions of the United States. It is currently owned and operated by CKE Restaurants.

Hardee's WAP site features video

Jumptap is a mobile advertising network based in Boston and New York.

Hardee's will also run display ads on tapMatch, JumpTap's self-service pay-per-click mobile performance marketplace.

Mobile-enabled Web site
The mobile-optimized Web site NameOurHoles.com, created by iLoop Mobile, integrates with the campaign Web site via form fields that collect the consumer's suggested name for the biscuit holes, as well as other user profile data such as ZIP code, email and phone number.

A banner ad on mobile social network MocoSpace's mobile site

The data is transmitted to the Web site database, where the suggested name is inserted into television spots.

Consumers can opt-in to Hardee's CRM program from the landing page.

The mobile site also features rich media such as videos of the TV spots, viral branded mobile greeting cards sent person-to-person, site forwarding and product information.

Advertising effectiveness study
InsightExpress, a digital marketing research firm, will measure the mobile campaign's success using a Mobile AdInsights advertising effectiveness study.

This research will show the changes in consumer awareness, message association and purchase intent after exposure to the display banners and the landing page.

Using Mobile InsightNorms, a database of 50-plus mobile campaigns, InsightExpress will also compare the effectiveness of the biscuit holes campaign to previous mobile studies.

Los Angeles-based advertising agency Mendelsohn Zien Advertising won the Jump2Mobile, Mobile Advertising Immersion Giveaway sponsored by ad:tech and Jumptap at the MobileMix conference held in San Francisco in April.

The goal of the program is to showcase the ease in launching a mobile marketing campaign and demonstrate the overall effectiveness of mobile advertising.

All the participants will return to ad:tech New York, on Nov. 4 to showcase the results of the campaign and share lessons learned from taking an existing multiplatform campaign and integrating mobile into the mix.

"Mobile advertising is the perfect medium for QSRs, and Hardee's has really taken medium and run with it in terms of this campaign -- they made it a central component of the campaign," Mr. Johar said. "At ad:tech New York we'll present all the results, talk about the process and what we learned from the campaign.

"The idea is to help the industry, developing a best-practice case study from creative integration of mobile advertising to a WAP experience for consumer to the metrics, what worked what didn't work and how we can improve," he said.