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Jack in the Box pumps life into mascot, social media campaign
Corporate Social Media Case Study: Jack in the Box
After Jack in the Box ran a Super Bowl commercial earlier this year that put their mascot in a coma, the company started anew and re-energized their brand.
As the San Diego-based chain redesigned their logo, store, and website, Jack in the Box launched a corresponding six-week “Hang In There Jack” campaign — a social media promotion that generated a national craze. More than 80,000 people posted get well messages on the company’s website, which monitored Jack’s recuperation. Fans also posted 27 get-well videos, resulting in nearly 5 million views.
Terri Graham, Jack in the Box’s CMO, estimates it would have taken three times the funding to generate the same amount of response and engagement had they launched a similar traditional media campaign.
Learn More: Los Angeles Times
Jack in the Box pumps life into mascot, social media campaign: Corporate Social Media Case Study: Jack in the Box
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