Last year, Woven teamed up with MillerCoors on a series of short documentary videos that profiled entrepreneurs with expertise in making items like watches and surfboards, or, in one case, doing calligraphy. By contrast, the Rick Ross ad has been distributed only on social media channels and Uproxx. The first mention of Checkers comes about halfway through the video.Ĭheckers invests the bulk of its annual marketing budget, about $20 million, in standard television spots, Mr.

Spliced in is footage of pickup basketball games and bikers popping wheelies. The video, which is 3 minutes 31 seconds long, was filmed over two days in Carol City in late September, mostly as Mr. “It just felt like such a unique opportunity,” he said. Wakeman, it seemed like a perfect way to take advantage of Mr. Woven has also specialized in documentary-style productions that, on the surface, do not feel like ads. Ross’s primary audience - young men - on the entertainment sites that it owns, like Uproxx, Dime and BroBible. Scott Wakeman, director of marketing for Checkers Drive-In Restaurants Inc., and the company’s ad firm, Fitzgerald & Company in Atlanta, turned to the six-year-old digital media upstart Woven Digital.

Still, it did not want a typical campaign. Ross applied to purchase the Carol City franchise last summer, he seemed so genuine in his affection for the fast-food chain that Checkers recognized a marketing opportunity as straightforward as a drive-through. “I went to Checkers.”Ĭheckers does not typically pursue celebrity endorsements. “I made $30 a day from 8 in the morning to 8 at night,” Mr.

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