We all know that the Paris Hilton “Spice Paris” ad campaign for burger chain Carl’s Jr. garnered the company plenty of press. But did it win the company more customers?
According to online marketing services firm Hitwise United States, for the week ended May 28, more than 58% of those who visited the Carl’s Jr. Website to see the saucy ad continued to www.spicyparis.com to download the commercial. In comparison, 7.4% continued directly to the Carl’s Jr. store locator page.
Bill Tancer, vice president of research at Hitwise, concludes that the campaign was indeed a success: “By examining both search volume and click-stream data for this campaign, it is clear that the Spicy Paris campaign had two positive results for Carl’s Jr. First it raised awareness for the brand, but also prompted an immediate increase in consumer searches for local Carl’s Jr. Restaurants.”
