CARPINTERIA, CA: Weber Shandwick is helping client CKE Restaurants ensure its time with Paris Hilton goes beyond 30 seconds.
The company worked with the mutli-hyphenated heiress on an advertisement for CKE restaurant Carl's Jr.'s Spicy BBQ Six Dollar Burger. The racy ad, which features Hilton eating the burger while washing a Bentley car in a swimsuit, has had chat rooms and weblogs buzzing for months.
The ad will run on various stations via CKE's media buy, but not before Entertainment Tonight airs exclusive backstage footage of the advertisement photo shoot on May 17. The footage includes commentary from Hilton; Brad Haley, Carl's Jr. EVP of marketing; and its advertising agency. Additionally, the company will make available b-roll via satellite during three different times, including directly after the ET feature runs.
"When we first learned that Paris Hilton would be in the ad, we knew there should be a strong push beforehand to drive the exposure," said Caroline Weilert, WS VP.
The company is also re-launching its websites for Carl's Jr. and Hardees on May 19. The new Carl's Jr. website will feature an interactive microsite devoted to Hilton where visitors will be able to see a "too hot for TV" director's cut version of the advertisement.
The company will launch a guerilla marketing campaign to attract people to the new website and Weilert said the agency would encourage the media covering the advertisement to mention that the director's cut would be available online.