Internet Hotties To Sling Burgers

Brian Morrissey is reporting that iJustine and seven other internet famous video stars will be making videomercials for Carl’s Jr.’s. The effort rolls out this week to help sell the Portobello Mushroom Six-Dollar Burger to young men.

The YouTube stars were chosen not only for their creative flair, but for the networks of followers they can mobilize. Ezarik, for instance, not only has 94,000 subscribers to the iJustine YouTube channel — the nine YouTube celebs combined total 3.8 million subscribers on the site — but also boasts 590,000 followers on Twitter and 25,000 Facebook fans. These networks, in essence, comprise a new kind of media buy.
“This whole program will be a fraction of the cost of producing a TV ad,” said Brad Haley, evp of marketing for CKE.

Since the spots aren’t on Tube yet, let’s look at a recent video from iJustine that’s not selling burgers.

If I was a young man contemplating a burger decision, I’d damn sure log on to YouTube and hear from iJustine and her crew. ‘Cause if she’s down with Car’ls Jr., the fictional me would also be down.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.