6/1/2009

To launch its new $6 portobello mushroom burger, quickservice chain Carl's Jr. is tapping nine popular YouTube stars to appear in spots that take a cue from Paris Hilton's buzz-worthy spot showing how she eats a burger. The campaign from Interpublic Group's Initiative is intended to take advantage of the YouTube creators' time spent "building community around themselves," according to Ezra Cooperstein, vice president and director of innovations at the agency.

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