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Director, Advertising, CKE Brands
Known in recent years for occasionally provocative, sexualized ads, the Carl’s Jr. fast-food restaurant chain has joined with media company Vice for the launch of Vice’s new gaming website, Waypoint. Since the two companies appeal to the same millennial male audience, the move made sense, according to Brandon LaChance, director of advertising for CKE restaurants. Waypoint debuted at the end of October during a 72-hour stream of live content, including live skit-like ads that ran every 60 or 90 minutes and featured the Carl’s Jr. mascot in amusing circumstances. LaChance spoke to eMarketer about the website rollout.
eMarketer: Carl’s Jr. recently ran a series of live ads during Vice’s launch of its new gaming website, Waypoint. How did the partnership come to fruition?
Brandon LaChance: Vice is a property we’ve had our eyes on for a while now. We’ve been looking for ways to partner with them because it became very apparent that they are the media channel of choice for the millennial audience. When we learned that they were launching their gaming channel, it felt like a natural fit because gaming resonates with our young male audience.
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