CKE Restaurants has made an interesting media buy, consisting of high-profile YouTube creators and engaging user-generated content (UGC) to roll out the new “Carl’s Jr. portobello mushroom six dollar burger.”

The campaign is targeting young men, and centres around nine video creators, including Justine Ezarik, a 25-year-old with a cable TV sized audience on her vlog. The team has been commissioned to put their own spin on the infamous Paris Hilton-eating-a-burger commercial, showing how they would eat their own. (more…)