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“Online marketing has become much more sophisticated since we last revamped our Web site,” says Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc. “The advancements in technology, as well as the rise of social media like Facebook and Twitter, have really raised the bar on the level of entertainment and engagement consumers expect from Web sites.” The newly designed Jack in the Box Web site is really two sites wrapped into one. There’s the company info site, which is devoted to nuts-and-bolts corporate information, then there’s the site devoted to consumers that highlights the chain’s famous fictional founder, Jack, and its innovative menu items, which are available anytime day or night.
“Two of our greatest assets are Jack and our unique menu,” Graham says. “Our goal was to leverage both of those strengths through the new site.” Visitors to the new Web site are greeted by Jack, who points out a few features on the site and then invites guests to visit his virtual office, which offers a variety of interactive functions that allow Jack to travel beyond the limits of the site. For example, visitors can have Jack send personalized phone calls or e-mail messages on their behalf, such as having Jack call in sick for them or call to ask a special someone out on a date.