In order to sway its advertising to focus on "food, not boobs" in a new brand campaign, 72andSunny worked with CKE Restaurants and Tool to introduce audiences to a first-of-its-kind live interactive stunt via the gaming and social video live streaming platform Twitch.
The comedic stunt, called ‘The Purge,’ involved incinerating desert relics from CKE’s advertising past, such as 900 gallons of flammable tanning oil and a crate of bikinis.
The campaign starred Youtube celebrities ‘The Slow Mo Guys,’ known for their films that capture objects and substances splashing, blowing up, and shattering in slow motion.
Viewers were allowed the opportunity to help decide the methods of destruction as they watched the live stream.
The campaign ultimately helped CKE chart a new course for its advertising that allowed the brand to focus more on its food as a selling model.