Armed with the insight that Spider-Man is the number one selling costume in the world and knowing that the release of The Amazing Spider-Man would be a big cultural event, we created a unique, one-day promotion where anyone who came into a participating store on July 4th, 2012, dressed as Spider-Man, received a FREE Amazing Grilled Cheese Bacon Burger.

The one-day promotion made waves in the press and culture, with over 300m earned media impressions – including an appearance on The Tonight Show with Jay Leno, over 7,000 dedicated tweets, and unprecedented engagement on the brand sites. Approximately 23,000 fans enthusiastically showed up to Carl’s Jr. and Hardee’s in costume to claim their free burger. Not to mention, the chains saw higher sales on that day than any other July 4th in the company’s history.