Carl’s Jr. and Hardee’s Team With Activision’s Call of Duty: Black Ops III to Create the Ultimate Care Package

Guía de Regalos

First-of-its-kind collaboration includes in-restaurant and in-game
integrations, sweepstakes, and nationwide ad featuring the return of
Charlotte McKinney

CARPINTERIA, Calif.–(BUSINESS WIRE)–Call of Duty®: Black Ops III, a Tex Mex Bacon Thickburger and
Charlotte McKinney – sounds like the best day ever! Today, Carl’s
Jr.®
and Hardee’s®
announced a groundbreaking partnership with Activision
in support of the upcoming release of Call of Duty: Black Ops III on
November 6.


The powerhouse partnership marks the popular fast food chain’s biggest
promotional tie-in and Call of Duty’s first ever in-game integration
with a quick-service restaurant (QSR) brand. The dynamic program will
feature unique in-restaurant and in-game integrations, including an
“Ultimate Care Package” combo meal complete with a peel-and-win game
piece sweepstakes, a Veterans Day fundraising campaign, and a Call of
Duty inspired national ad campaign featuring the return of
Charlotte McKinney.

“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,” says Brad
Haley, chief marketing officer for Carl’s Jr. and Hardee’s restaurants.
“Our target customers love burgers, like our new Tex Mex Bacon
Thickburger, and Call of Duty, so the two have now come together in an
‘Ultimate Care Package’ combo meal, complete with customized Call of
Duty packaging that includes a peel-and-win game piece for a chance to
win epic Black Ops III prizes.”

Of the partnership, Rob Kostich, Senior Vice President and General
Manager of Call of Duty, says, “We’re thrilled to Partner with Carl’s
Jr. and Hardee’s on this far-reaching program that truly benefits the
entire Call of Duty community. This unique collaboration and campaign
gives fans across the country a chance to win some great prizes in-game
and in-restaurant, and, importantly, creates a special activation for
our military veterans. We are very thankful to Carl’s Jr. and Hardee’s
for their support of the Call of Duty Endowment, whose sole purpose is
to drive our shared passion to put as many of our returning veterans
into high quality jobs as possible.”

Veterans Day 2015 Philanthropic Support

In an effort to further support this partnership, Carl’s Jr. and
Hardee’s philanthropic program for military veterans and their families, Stars
for Heroes
™, will be conducting an activation of goodwill on
Veterans Day, November 11, 2015. On that day, all proceeds from the
sales of any “Ultimate Care Package” will go directly to the Call
of Duty Endowment
, a non-profit created by Activision Blizzard that
has funded the placement of over 15,000 veterans into high quality jobs.
With similar visions, both organizations will, together, help further
benefit our nation’s military heroes and their families. All proceeds
will go to the Call of Duty Endowment.

In-Restaurant Integration

Available at Carl’s Jr. and Hardee’s starting October 21, 2015, fans can
enjoy the “Ultimate Care Package” – a Call of Duty: Black Ops III
branded combo meal that consists of a Tex
Mex Bacon Thickburger
, large fries and a large drink. The “Ultimate
Care Package” includes a peel-and-win game piece giving customers the
chance to win the ultimate gamer’s dream:

SWEEPSTAKES GRAND PRIZE: Treyarch VIP Experience

A three-day, two-night trip to Los Angeles that includes a tour of
award-winning Call of Duty design studio, Treyarch,
and the chance to meet members of the Call of Duty: Black Ops III development
team. The Grand Prize Winner will also receive a gift bag full of Call
of Duty: Black Ops III
gear, including a copy of the game signed by
members of the studio.

Instant-win prizes include: Call of Duty: Black Ops III games,
Astro headsets outfitted with a Call of Duty: Black Ops III mod
kit, in-game themed “Take Out” personalization pack containing a weapon
camo, reticles and a calling card, as well as other clothing and gear
items from 5.11
Tactical
, and free food coupons.

More information on the sweepstakes, including prize details, rules and
regulations can be found at www.carlsjr.com/callofduty
or www.hardees.com/callofduty.

The Return of Charlotte McKinney

To support this partnership, Activision and Carl’s Jr. and Hardee’s
restaurants collaborated on a new ad campaign, titled “Best Day Ever,”
featuring the return of Charlotte McKinney. McKinney’s “Au
Natural
” ad debut in early 2015 garnered over 4.5 billion media
impressions and more than 12 million views on the chains’ YouTube
channel. This time, viewers will see her like never before – armed and
ready for battle. McKinney saves the day in the middle of a
pyrotechnic-filled trailer inspired from the world of Call of Duty:
Black Ops III
. McKinney even performed her own stunts in the
commercial. The ad will premiere nationally on October 26.

In-Game Integration

In addition to the in-restaurant activation, this program will feature
in-game items when Black Ops III launches worldwide on November
6, 2015. Select sweepstakes winners will receive in-game items,
including the “Take Out” personalization pack that features a
specialized weapon camo decked out with a ketchup, mustard, and extra
pickles themed design.

Follow Carl’s Jr. and Hardee’s on Facebook (www.facebook.com/carlsjr
and www.facebook.com/hardees),
Twitter (@CarlsJr
and @Hardees)
and Instagram (@CarlsJr
and @Hardees)
for the latest product news and promotional offers. Download the Super
Star® Rewards app from the iTunes
Store
and Google
Play
and check in to redeem Carl’s Jr. and Hardee’s products on the
spot, save points for a high-value reward, check out the full menu, and
use the store locator to find any Carl’s Jr. or Hardee’s in the U.S.

More information on Call of Duty: Black Ops III can be found at www.callofduty.com/blackops3,
on Facebook (www.facebook.com/Callofduty)
or on Twitter (@Treyarch).

About CKE Restaurants Holdings, Inc.

CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company
headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns
and licenses Carl’s Jr.® and Hardee’s® quick-service
restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two
names acknowledging the regional heritage of both banners. After opening
its first restaurants in New York and New Jersey this spring and recent
international openings in Canada, Colombia and Guatemala, CKE now has a
total of 3,603 franchised or company-operated restaurants in 44 states
and 36 foreign countries and U.S. territories. Known for its
one-of-a-kind premium menu items such as 100 percent Black Angus
Thickburgers®, Made from Scratch Biscuits,
Hand-Breaded Chicken Tenders and Fresh Baked Buns, as well
as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand
continues to deliver substantial and consistent growth in the U.S. and
overseas. The Carl’s Jr./Hardee’s system is now 90 percent franchised,
with international restaurants representing 18 percent of the system.
For more information about CKE, please visit www.ckr.com or
its brand sites at www.carlsjr.com
and www.hardees.com.

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc.
is a leading global producer and publisher of interactive entertainment.
Activision maintains operations throughout the world and is a division
of Activision Blizzard (NASDAQ: ATVI), an S&P 500 company. More
information about Activision and its products can be found on the
company’s website www.activision.com
or by following @Activision.

About the Call of Duty Endowment:

The Call of Duty Endowment is a non-profit organization founded by Bobby
Kotick, CEO of Activision Blizzard. The organization seeks to help
veterans find high-quality careers by supporting groups that prepare
them for the job market and by raising awareness of the value vets bring
to the workplace. For more information about the Call of Duty Endowment,
please visit www.callofdutyendowment.org.

ACTIVISION, CALL OF DUTY, CALL OF DUTY BLACK OPS, and stylized roman
numeral III are trademarks of Activision Publishing, Inc. All other
trademarks and trade names are the properties of their respective owners.

Contacts

On behalf of CKE Restaurant Holdings, Inc.
Coast Public Relations
Kate
Franklin, 818-606-9784
kate@coastprgroup.com