Retailers, consumers and prices
Jack is Back!
By Shivani Singh
Jack Box, hamburger chain Jack in the Box’s snowman-faced mascot, is alive and kicking.
Last month, the mascot was hit by a bus in an advertising spot aired during the Super Bowl. The campaign continued online for a month, with a cliff-hanger that left fast-food fans wondering whether Jack would survive.
Following some intrigue involving corporate underlings, Jack woke up last week to take back the reins of the company and launch its new logo that blows up the word ‘Jack,’ which is how most customers refer to the fast-food chain.
The post-Super Bowl viral campaign targeted the company’s core audience of mostly 18- to 34-year-olds, who used YouTube, Facebook and Twitter to cook up millions of hits, Chief Marketing Officer Terri Graham told Reuters.
The multichannel campaign was also supported by coupons. On Tuesday, the company gave a free soda and small fries to people who printed a coupon on the ‘Hang In there Jack’ site. Restaurants saw an increase in traffic on the days the coupons were offered, the company said.
Fast-food companies have been quicker than other restaurant operators to embrace technology and social media. Rival Burger King made a splash earlier this year with its Facebook campaign that gave a free Whopper to users who dumped 10 friends.
The next phase of the Jack in the Box campaign is scheduled for March 16, when the company debuts a new website where users can sign up to get Jack do their dirty work — whether it’s calling in sick or breaking up with a girlfriend or boyfriend.
(Photos\Jack in the Box)