Jack in the Box announced the launch of a new summer promotional campaign utilizing the mobile video platform Vine. Developed by their digital agency of record, Struck, the campaign consists of 101 videos showing Jack in the Box customers how to "Go Big,” a promotional theme reflected in such recent menu additions as Jack’s Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges, and Really Big Chicken Sandwich.
“Struck continues to help us find fresh and innovative ways to connect with our consumers,” says Andrea Shuff, director, marketing communications, Jack in the Box. “In addition to providing a continual pipeline of digital content, the Vine promotion does a great job of connecting together our big summer products and utilizing a technology platform that really resonates with our target.”
Struck developed and will produce the Vine videos through five full days of video production work. The videos are available within the Vine mobile application as well as on the Jack in the Box website, and will be promoted via the restaurant’s Twitter and Facebook page. The website will solicit user-generated content gathered throughout the summer and Struck has also tapped into the burgeoning Vine comedy community for video talent.
“Vine is a relatively new way for brands to compete in the digital world and it offers a great deal of creative freedom, which introduces challenges as well as opportunities,” says John Gross, strategist and account director, Struck. “Our team really came together to tap into the creativity and fun of this platform while also capturing the essence of the Jack in the Box summer promotional campaigns in a way that will entertain our fast-food lover audience.”