Sibling chains Carl’s Jr. and Hardee’s have teamed up with video game maker Activision for a first-of-its-kind promotion for the upcoming release of their new video game, Call of Duty: Black Ops III.
The powerhouse partnership marks the popular fast food chain’s biggest promotional tie-in and Call of Duty’s first-ever game-in integration with a quick service restaurant. The promotion will feature unique in-restaurant specials, including an “Ultimate Care Package” combo meal—inspired by a care package that actually drops within the game— complete with a peel-and-win game piece sweepstakes. Prizes include a “Take Out” personalization pack, which gives videogamers actual in-game camo (in the form of ketchup, mustard, and pickles patterns, of course) for their weapons. The promotion also includes a Call of Duty-inspired national ad campaign featuring the return of Charlotte McKinney (who has appeared in other ads for the food chains).
“Call of Duty is the most beloved video game franchise in the world and one of the biggest entertainment brands of all-time, so partnering with Activision for the launch of the new Call of Duty: Black Ops III presents a great opportunity to bring our brands together,” said Brad Haley, chief marketing officer for Carl’s Jr. and Hardee’s restaurants, in a press release
. “Our target customers love burgers and Call of Duty, so the two have now come together in an ‘Ultimate Care Package’ combo meal.”