Some of you may not know Rob Dyrdek as a long time professional skateboarder, but he has become a household name for the MTV generation. First with his successful MTV show Rob and Big and now with his new show Fantasy Factory. When I first heard about this show I was skeptical and after watching the first episode my initial thought was it is even dumber than Rob and Big. But then I found myself tuning in each week anyway. Maybe it is because I am a skateboarder and am hoping to see some guest pros ride the indoor street plaza, but I am also drawn to the stupid humor. I am sure there are plenty of people out there who say they hate the show but secretly still watch it, helping boost the ratings.

No matter what people say you have to give Rob credit for his entrepreneurial skills; successful TV shows, endorsements and signature products from his skateboarding sponsors and now he is giving back to the skaters and public with his DC Shoes/Skate Plaza Foundation and his Safe Spot/Skate Spot concept. You can read all about this on their website.

As part of his push to help create more skate spots for todays youth, Rob has teamed up with Carl's Jr. on an experimental advertising and marketing campaign to help Rob raise money for more skate spots and for Carls Jr. to reach their target market, young hungry males. Other fast food chains and brands have tried to use action sports to appeal to this demographic in the past, but in this slumping economy where consumers are tightening their belts, Carl's Jr. has stepped up to the plate with an aggressive plan to target young males. The same old methods of advertising (print ads, commercials) do not cut it in this day and age and so Carl's Jr. is planning some more alternative and experimental means to advertise and generate buzz including sponsoring a skatepark in downtown LA, putting Rob's picture on its cups and being featured on Robs show Fantasy Factory. Rob has also been featured on his show in a Carl's Jr. Star costume performing stunts and the video clips have been virally spreading throughout the web and youtube like wildfire. The Carl's Jr. star logo has also been incorporated into a skate feature at the LA skate spot, providing a subtle yet constant reminder that if you are hungry after a long day of skating you need to go eat at Carl's Jr. Time will tell how successful this experimental campaign will be, but according to the article they have sold out of 3.5 million cups in a little over a month, so it must be working.




Chris Patnaude, Account Coordinator
Lunch Today: I wish I could say Carl's Jr. but I had a frozen weight watchers meal and some chips. (Maybe I will go try out the new Bourbon Burger at Carl's Jr. for supper tonight.)