In a move to "revolutionize the way burger fans interact with others online," CKE Restaurants, parent company of fast food chains Carl's Jr. and Hardee's, has partnered with social media platform developer ExitReality to support their browser plug-in with its Carl's Jr. and Hardee's sites. The enhancement will allow users to experience the traditionally 2D sites as 3D spaces with avatars.
Users who've installed the free plug-in can eat at virtual restaurants or invite friends to their burger-themed apartments. Their avatars can ride a mechanical bull, play mini-games, and interact with widgets, such as television and arcade game machines.
The 3D apartments can be installed on MySpace profiles, while the mechanical bull can be posted on MySpace, Bebo, Facebook, Friendster, Orkut or HI5 pages. Additional 3D interactivity features are planned for the Carl's Jr. and Hardee's sites when they are re-launched later this summer.
Said Carl's Jr. and Hardees executive vice president of marketing Brad Haley: "We've always tried to stay on the cutting-edge when it comes to the development of our new burgers and advertising, so it made sense for us to associate ourselves with cutting-edge technologies in the digital world as well. Our brands cater to young, hungry guys and gals in the real world and this cool new software from ExitReality will allow them to
experience the Web in a way they've never been able to before, so we were thrilled to be able to help present that to them."
Comments (3)
This is the craziest thing I've ever heard. What an idiotic notion. Hey Jim, let's go install this plug-in that only works on Windows with high end graphics and hang out at a virtual version of Carl Jr's using an app that's butt ugly (worst UI I've ever seen) and barely functional or stable.
Yup, deadpool.
Posted by San Son | May 28, 2008 9:56 PM
Posted on May 28, 2008 21:56
Have to agree with San Son... I am shocked that this even made it into production without someone pondering: "Just because we can do something, does that mean we should".
What's the value in developing a standalone environment for an average fast food joint... if CKE was so compelled to service avatars, why not at least build upon an existing userbase in partnership with someone more apt at developing/managing virtual environments?
Again, I don't get it.
Posted by Matt Griswold | May 29, 2008 3:58 AM
Posted on May 29, 2008 03:58
@ San Son:
How many virtual world companies have monetised their platfrom BEFORE launch like these guys are?
Where did flash get it's momentum from? Certainly not from pretty NewGrounds or HomeStar Runner videos. It was corporates using it to push their brand.
Also they're in beta, so one would expect a bit of crashing and lack of visual integrity.
The idea looks solid it just needs some . . . fineness!
Posted by Thomas | May 29, 2008 4:03 AM
Posted on May 29, 2008 04:03