As consumers get excited about the spooky season, Carl's Jr. introduced a new limited-time menu addition, The Ghost Burger, and is promoting it by asking people to share stories of being ghosted or ghosting someone.
Across social media, the brand invites fans to share their ghosting tales with the #GhostMode tag and for their participation, users may be rewarded with everything from burgers and branded swag to freebies to lessen the sting of ghosting.
"Nothing burns more than getting ignored or left on read, except for the mouth-numbing heat of our new burger, The Ghost," says Vice President of Marketing Anthony Nguyen. This burger features 1/3lb charbroiled Angus beef patty, ghost pepper cheese, spicy sauce, applewood-smoked bacon, fresh tomato, onion and lettuce on a soft toasted bun.
Spicy Ghost Pepper Burgers
Carl's Jr. is Promoting the Limited-Time The Ghost Burger with Stories
Trend Themes
1. Spicy-food Craze - Carl's Jr.'s The Ghost Burger taps into the rising popularity of spicy foods, leveraging intense flavors to attract adventurous eaters.
2. Experience-based Marketing - The promotion that encourages consumers to share ghosting stories provides a personalized and engaging marketing approach.
3. Social Media Challenges - Using the #GhostMode tag, Carl's Jr. capitalizes on the trend of social media challenges and user-generated content for promotion.
Industry Implications
1. Fast Food - The introduction of The Ghost Burger showcases innovation in menu offerings within the highly competitive fast-food industry.
2. Marketing and Advertising - Carl's Jr.'s campaign with user participation through story-sharing highlights evolving strategies in digital marketing.
3. Social Media - The integration of social media participation in Carl's Jr.'s promotion illustrates the dynamic use of social networks for brand engagement.