“How do you eat yours?” This is the question Carl¹s Jr. is asking its consumers. In order to promote the comeback of the “Portobello Mushroom Six Dollar Burger,” Carl¹s Jr. has created a “viral” campaign through its own channel on YouTube.
First, they produced a high quality commercial for the Portobello Mushroom burger and posted it online. Then, they hired “YouTube stars” to post their own commercials revealing the way they eat their burger. A statement at the end of the commercial encourages viewers to upload original videos of the way they eat their burger.
Their sponsored videos have gotten well over a million views, and enthusiastic consumers are posting their own burger munching habits. A cheap way to promote a pricey patty.