Jack in the Box

Industry: Quick Serve Restaurants

Client Since: 1998

Challenge: Jack in the Box is one of the largest quick-service restaurant businesses in the US. Their advertising campaign, featuring fictional founder, CEO, and spokesman Jack, is the longest running and likely the most successful in the fast-food business today. Our challenge is to create online experiences that increase sales.

Solution: To maximize the effectiveness of the total online spend we determined that the goal of all online marketing initiatives is to unleash the power of Jack in the Box Brand Evangelists. We executed a four part strategy: reach and inspire evangelists, engage them in compelling interactive experiences, enable them to spread the word, and reward them for their efforts. Each strategy was realized through a variety of online tactics. -Hang in there Jack- a viral campaign supported by a cliffhanger Super Bowl commercial and blog micro site was utilized to reach and inspire. A redesign of JackintheBox.com including Jack’s Office was created to engage. Evangelists were enabled to spread the word through Facebook, Twitter, YouTube, widgets, and Jack’s Phone. The most loyal customers are rewarded through the Secret Society email program.

Results: Our online marketing strategy has produced impressive measurable results. -Hang in there Jack- was a viral phenomenon inspiring 2.5MM unique visits, 3.45MM YouTube video views, and $400,000 in coupon redemptions. The new JackintheBox.com site increased new visitors and time spent on site by more than 40%. Jack has more than 200,000 MySpace, Facebook and Twitter friends and followers, and the Secret Society email program has garnered invaluable customer insight regarding new products and offerings. Overall, our online advertising campaigns fill a critical role in the overall media-mix as technology and consumer behavior have combined to render traditional media less effective.