Fast Feeders Roll Out New Items, Promotions

CARPINTERIA, Calif. -- The fast food industry continues to innovate, as Carl's Jr., Burger King and Subway all unveiled new initiatives this week.

Carl's Jr. introduced its Philly Cheesesteak Burger, a meat-on-meat offering of thinly sliced steak on top of a charbroiled burger patty, finished off with peppers, onions, Swiss and American cheeses, and mayonnaise on a seeded bun.

The Philly Cheesesteak Burger is available for $3.49, or as a combo with fries and a drink for $5.99. Prices may vary by location.

The burger will be promoted through ads created by Los Angeles-based advertising agency Mendelsohn|Zien, the firm behind many iconic ads for Carl's Jr. and sister chain Hardee's. Titled "We Don't Do That," the commercial shows what happens when an authentic, no-nonsense Philly cheesesteak joint gets a phone order for a cheesesteak on a burger. Digital marketing efforts for the Philly Cheesesteak Burger will include three Philadelphia-themed stop-motion viral films created with plastic building blocks. A Rocky-inspired video, titled "The Champ," can be viewed on the Carl's Jr. YouTube channel. Coming soon will be additional videos, news and coupons via the fast feeder's Web site, Facebook page and Twitter feed.

Meanwhile, World Wrestling Entertainment is teaming up with Burger King Corp. for an in-restaurant promotion running through September in nearly 7,000 Burger King locations in the United States.

WWE Superstars Triple H, John Cena and Undertaker will be featured on more than 5 million exclusive Superstar plush toys inside BK Kids Meals. A new Superstar plush toy will be available each week during the three-week promotion, and will play the stars' individual catch phrases or entrance music. The Superstars will also appear on BK Kids Meal packaging along with merchandise displays at participating restaurants.

BK Kids Meals also include a $2-off coupon at Target stores for WWE Mattel FlexForce action figures. BKC has created television commercials scheduled to air on networks such as Nickelodeon, Cartoon Network and Disney XD to support this campaign for the duration of the program.

In other fast food news, Subway formed a marketing alliance to offer PlayStation fans the opportunity to instantly win PlayStation prizes, including select products before they are available to buy in stores. The prizes will total more than 1 million dollars in retail value and will be awarded at the rate of one prize per minute during the promotion period.

"This alliance brings Subway consumers another fresh first: the opportunity to experience the new PlayStation Move before anyone else," said Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust Ltd. "As a brand that values active lifestyles, Subway is pleased to join PlayStation in the launch its new active gaming platform and offer our fans this exclusive opportunity."

The collaborative endeavor, entitled Fiery Footlong Frenzy Fueled by PlayStation, will feature Subway's spiciest sandwiches to date -- dubbed Fiery Footlong subs--– including the spicy New Turkey Jalapeno Melt and the back-by-popular-demand Buffalo Chicken. When they purchase a 32-ounce drink, diners will have the chance to win a wide variety of PlayStation prizes, including the highly anticipated PlayStation Move motion controller, before they become available for purchase in stores in September.

The program will also offer consumers the chance to win collector's edition boxes of "Gran Turismo 5" and "LittleBigPlanet 2," as well as "Uncharted 2: Among Thieves Fortune Hunter Edition"; Sony Bravia 3D TV and HDTV entertainment packs; PSP entertainment packs that include a movie, game and PSP 3000 and Sony Bloggie Cameras, among other prizes.

Consumers can play by redeeming codes from 32-ounce drinks, specially marked SunChips Monterey Jack and Sundried Tomato multigrain snacks and specially marked Subway breakfast sandwiches. Consumers who purchase these items in store can participate by entering the codes at SubwayFreshBuzz.com, via mobile device on SubwayFreshBuzz.mobi or via via text message to 87963. Participating consumers will learn instantly if they have won.

The promotion will be supported by co-branded in-store and online marketing assets, as well as a national promotional TV spot. The campaign also will feature a variety of innovative and interactive social media elements. Consumers will be able to participate by paying attention to @SubwayFreshBuzz on Twitter; the brand will periodically share "frenzy alerts" with special Tweets, dubbed "Fire Drills," giving consumers additional chances to win.