Activision's Call of Duty and Carls Jr./Hardee's have teamed up on a special meal that gamers will likely chow down on -- the "Ultimate Care Package."
Created out of agency 72andSunny's Brand Partnership incubator, the new combo is themed around the upcoming Call of Duty: Black Ops III and is inspired by a care package that actually drops within the game. 72andSunny already works as creative agency for Activision and Carl's Jr. separately.
The "Ultimate Care Package" offering includes the restaurant's Tex Mex Bacon Thickburger, large fries and drink as well as a peel-and-win contest that offers prizes such as a "Take Out" personalization pack, which gives videogamers actual in-game camo for their weapons that boasts a ketchup, mustard and extra pickles pattern. 72andSunny, CKE Restaurants, Activision and COD developer Treyarch collaborated on the design.
To promote the tie-up, which happens to be Call of Duty's first in-game integration with a fast food client and Carl's/Hardees' biggest promotional tie-in, there's also a blockbuster spot that seems pulled directly from the COD world. Directed by Wayne McClammy of Hungry Man, it's filled with all the sorts of high-octane thrills the videogame has come to be known for in its ads. But it also stars Carl's Jr. and Hardee's spokeshottie Charlotte McKinney, who turns out to be quite the hero -- she even performed her own stunts for the spot.
The campaign also brings CKE Restaurants into Activision Blizzard's ongoing Stars for Heroes and Call of Duty Endowment programs, which support veterans and their families. All profits from Ultimate Care Package sales will go directly to CODE, which helps veterans find post-service jobs.
The Ultimate Care Package is available at Carl's and Hardee's now. Call of Duty: Black Ops III hits shelves on Nov. 6.