Hardee’s Gears Up to Sponsor First Race in the New SLOTCAR Web Video Series
Feb 5, 2009
Original Online Programming Pokes Fun at the World of Auto Racing
LOS ANGELES, Calif. - February 4, 2009 - Hardee’s® has signed on as the premier sponsor of the original Web video series, SLOTCAR. The no-holds-barred videos, produced by Animax/Unplugged, launches online this week and parodies one of America’s largest and favorite sports – stock car auto racing.
“We produce each webisode only a week out from the launch date, so we are able to keep the content fresh and topical,” said Tim Jones, COO of Animax. “If something big happens in a race on Saturday, you’re going to see it spoofed on the next SLOTCAR webisode. Expect to see highlight packages, driver bios, controversial stories, rumors, speculation and good old non-stop action.”
The humorous SLOTCAR videos are 1-2 minutes in length and follow the same format as the sport it satires. Each new webisode will be released to coincide with key dates on the 2009 racing schedule.
“Hardee’s is known for our innovative burgers as well as our edgy advertising,” said Brad Haley, EVP of Marketing for Hardee’s Food Systems, “So we were thrilled to partner with a company known for producing original and very funny online content. The SLOTCAR series manages to blend a popular sport with the kind of irreverent sense of humor that we know our ‘Young, Hungry Guy’ customers enjoy, so we are happy to be able to help make it available it to them.”
SLOTCAR is produced by Animax/Unplugged. Animax has a proven track record (pun intended) having won the first-ever Broadband Emmy for ESPN’s “Off-Mikes.” The webisodes will be directed by sought-after commercial director Richard D’Alessio (Unplugged TV), who has three Cannes Lions to his credit and has worked alongside Barry Levinson and Jerry Seinfeld as the animation director for the pioneering webisodic series, “Adventures of Seinfeld and Superman.” D’Alessio was also the creative force behind “Knob Hockey,” a similar web series spoofing NHL that has enjoyed 3 successful seasons in Canada.
The first full webisode featuring a Hardee’s slotcar will launch Sat., Feb. 7th on www.Slotcar2009.com and www.hardees.com. Sister chain, Carl’s Jr., is also a series sponsor and will be featured in future webisodes that will be seen in their entirety on www.carlsjr.com.
Animax was founded in 2001 by Emmy-winning writer/producer/actor Dave Thomas ("SCTV," "Grace Under Fire," "Brother Bear") and Andrew Bain, owner of multiple advertising and production companies in Europe. Animax Entertainment www.animaxent.com is an award-winning entertainment studio specializing in producing character-driven content for all screens. Animax Unplugged www.animaxunplugged.com is a branded entertainment studio that develops and produces original content supported with interactive marketing campaigns. Combining engaging creative with an eye for seamless branding, Animax Unplugged creates online experiences that increase brand equity.
Celebrating more than 48 years in the quick-service industry, Hardee’s Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the third fiscal quarter ended November 3, 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,110 franchised, licensed or company-operated restaurants in 42 states and in 14 countries, including 1,185 Carl’s Jr. restaurants and 1,912 Hardee’s restaurants. For more information, or to find a Hardee’s near you, go to www.ckr.com or www.hardees.com.