Cases of the Week: Alix Earle Carl's Jr. Super Bowl Campaign

Overview

Case of the Week submissions should that takes this form:

Two-three pages, double spaced, 12-pt. type. In a brief opening narrative, identify a current news event, issue or problem having identifiable PR implications for an organization, issue, person or workplace. Identify the point of view from which it should be discussed. Connect to some element(s) of the Strategic Integrated Planning Model.

For example, Barnes and Noble got bad press for their tactic regarding Black History Month. They created “a series of covers for 12 American classics that reimagine protagonists as people of color.” You would discuss what the PR implications were for the company. What was their goal? Why did it create such backlash. Where did you see them misstep? What would have prevented the problem? Can you recommend how they could fix it?

Briefly discuss the rationale for your recommendation and why the matter is important from a

communications standpoint. Have this about Carl’s Jr. “Hangover Burger” Super Bowl Campaign featuring Alix Earle (February, 2025).

Background info: Carl’s Jr. made waves with one of the best February marketing campaigns by tapping into post-Super Bowl cravings with its free Hangover Burger giveaway. Featuring Alix Earle, the campaign leaned into the relatable struggle of post-party exhaustion, humorously positioning Carl’s Jr. as the ultimate hangover cure. The fast-paced, energetic ad used comedic storytelling and an upbeat soundtrack to capture the Super Bowl audience’s attention.

Beyond TV, the brand maximized engagement through #HangoverBurgerChallenge, encouraging fans to post their own burger-filled recovery moments. Paired with SMS broadcast services, this kind of real-time, high-impact promotion can amplify urgency and drive foot traffic by delivering instant alerts and offers straight to customers’ phones. This strategic use of influencer marketing, real-time participation, and mobile outreach solidified Carl’s Jr.'s campaign as a standout among the best February marketing campaigns—proving that humor and irresistible offers can fuel both engagement and conversion.

Strategic Planning Model attached.