Hardee's is getting saucy with a mobile initiative meant to support its introduction of the new French Dip Thickburger.

To celebrate the new sandwich, Hardee's is sending four French Maids on tour to cruise the country. Now customers attending the "French Me" tour can use a Hardee's mobile application developed by Los Angeles-based advertising agency 72andSunny to learn French.

"Our target audience of young, hungry guys are very heavy users of mobile phones, and we want to be where they are, with applications that have a strong entertainment value and can build sales," said Brad J. Rosenberg, manager of digital strategy and marketing at CKE Restaurants Inc., Which owns Hardee's.

"We've been building our mobile marketing strategy this year," he said. "First we had our iBurger iPhone app, which allowed users to virtually eat a Hardee's Thickburger. When we introduced Biscuit Holes at Hardee's, we launched NameOurHoles.com, which allowed users to submit their own names for our new breakfast product via mobile phones. Now, with the Parisian Pick-Up iPhone application, our fans can connect and engage in a fun, unique way with our French Dip Thickburger campaign."

A perfect "pas de deux" of beef, the French Dip Thickburger is available at participating Hardee's and is a meaty combination of a 100 percent Black Angus Beef Thickburger patty topped with thinly sliced roast beef and melting Swiss cheese served with a cup of au jus for dipping.

The campaign is centered on the tagline, "Some things are better when they're French." The app lets guys communicate with friends in perfect French or with a heavy French accent.

They can also extend Hardee's reach by sharing on mobile via Facebook or email. It's a funny app that we think fans will enjoy.

Via the Parisian Pick Up iPhone application, a user can select their favorite French voice, pick a message (ranging from pick up lines and poetry to insults) and then deliver it with a swarthy French accent, or in perfect French with subtitles.

The free application can also be used with the iTouch, will be available in the iTunes store the week of July 27 and will also feature a very unique French Dip Thickburger coupon that can be used in-store.

A user can use the application order the Hardee's French Dip Thickburger for them, and this will earn them a special coupon offer

Customers without an iPhone or iTouch can visit http://www.hardees.com to find the Parisian Pick Up plug in so they can also share the funny French sayings with friends by email or Facebook.

The Hardee's French Maid team will be feather dusting fans at a variety of concerts, sporting events and festivals in 11 markets in the South and Midwest.

At the regional events, fans can have their photos taken with the French Maid team and then access those photos by entering a code from their personally French-kissed napkin at http://www.hotchickseatingburgers.com/frenchdip.

The site will also provide a complete schedule, more background on the saucy French Maid ambassadors and details of the girls' many adventures, from tailgating and firing up sports fans to hanging out with rock stars.

Can't make it to a "French Me" tour stop? Hardee's fans can also keep up and connect with the ladies via their personal Twitter handle and Facebook page, and follow their video exploits on the French Me tab at the Hardee's YouTube channel.

"[This initiative] is a natural progression from our other mobile campaigns, which could be shared with others, but were essentially an individual experience," Mr. Rosenberg said. "With the Parisian Pick-Up, the real fun happens when you have an audience, including our restaurant cashiers.

"Our young, hungry guys are big fans of immediate results," he said. "Mobile devices are as essential to them as their keys and wallet, so we want to be as easily accessible to our guys as they need us to be."