Fast-food industry innovator Jack in the Box brings its latest advertising campaign to life with the launch of Crave Crasher, a new mobile-optimized, browser-based game that challenges players to “crash their cravings” using the brand’s infamous Crave Van.
Crave Crasher puts users behind the wheel of the Jack in the Box Crave Van and tasks them with bringing one of Jack’s three new innovative Munchie Mash+Ups to a person who’s craving it. The twist? Users must avoid obstacles as they race toward the finish line, where a craving is waiting to be satisfied.
A time-trial racing game comprised of three levels, Crave Crasher encourages players to navigate through the streets as fast as possible to complete their craving delivery. The game controls the speed while the player controls the steering. Times can be improved by taking tighter turns to avoid obstacles, and players are encouraged to share with friends to top their high scores. Those who beat the game have the opportunity to sign up for Jack in the Box deals and coupons.
Featured throughout Crave Crasher is Jack in the Box’s newest menu innovation, Munchie Mash+Ups. These snackable size munchies, available for a limited time only at participating Jack in the Box restaurants, stem from Jack’s popular late-night Munchie Meals menu, and includes Jack’s take on hash browns. For just $3, fans can choose from:
Wakey Bakey Hash—three-cheese blend, bacon, fried egg and melted garlic herb butter
H’angry Chicken Hash—chicken nuggets smothered with tasty white cheese, buttermilk ranch and buffalo sauce
Jack’d Jalapeño Hash—jalapeños, bacon and melty cheese
The launch of Crave Crasher and Jack’s new Munchie Mash+Ups marks the continued gamification and innovation prowess of Jack in the Box, which most recently teamed up with DoorDash and Marble to test new autonomous robot delivery technology in San Francisco.
“Jack in the Box has a strong passion for delivering unexpected and welcomed experiences that allow our fans to engage directly with us,” says Iwona Alter, Chief Marketing Officer for Jack in the Box. “In addition to innovating our menu, we’re also focused on innovating the guest experience. With Crave Crasher, guests can crash cravings with a simple tap or click.”