Jack in the Box, Inc. has launched a summer promotional campaign utilizing Vine, a mobile video platform. Vine enables users to create and post short video clips that can be shared on social networking sites such as Facebook and Twitter, which owns the platform.
The campaign consists of 101 videos based on the theme of how to "Go Big", which is reflected in recent menu additions such as Jack's Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich. Struck, a digital agency for Jack in the Box, developed and produced the campaign. Users can access the videos through the Vine mobile app and the Jack in the Box web site. The burger chain also plans to promote the "Go Big" videos via Twitter and Facebook. The web site will solicit user-generated content, the company said.
“Struck continues to help us find fresh and innovative ways to connect with our consumers,” said 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.”
San Diego, Calif.-based Jack in the Box operates more than 2,200 restaurants in 21 states.
