This summer, hamburger chain Jack in the Box has created a Vine series, 101 Ways to Go Big or Go Hungry, as a nod to recent "big" menu additions as well as to help the brand expand its social footprint beyond Facebook and create more shareable content for its fans.
Developed by its digital agency of record, Struck, the campaign consists of 101 videos showing customers how to "Go Big," which it says is a promotional theme reflected in limited time menu additions like Jack's Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich.
According to Nick Fletcher, deputy vice president of marketing at Jack in the Box, these additions are products that have tested well and are "really about a lot of flavors and mixing flavors."
While the products have varying availability, the Big campaign began in June and runs through September.
The videos have roughly 5,000 likes and over 600 revines as of August 12. Although John Gross, strategist and account director at Struck, notes this only includes the in-app metrics.
"We wanted to make sure that in all of our consumer touch points, we link back to this idea of big and ‘Go Big or Go Hungry,'" Fletcher says. "In this case, because we're fairly new to Vine, we wanted to do something big and we were struck with the idea of 101 videos. Frankly, I don't know if I've seen them all yet."
The site features a slider with numbers from 1 to 101 that allows consumers to see each and every Vine. Content includes growing faux hamburger trees, using giant toothpicks and playing card games with patties.
In addition, Struck says it tapped the Vine comedy community for talent. That includes Austin Geter.
The use of some "Vine famous" talent has helped "bring a nice echo effect of traffic and views to the campaign from their followers," Gross adds.
Noting the brand has a long-established Facebook presence with its spokesman Jack, Fletcher says Jack in the Box wanted to create more shareable content that facilitates two-way conversations. That means anything "weird" or noteworthy enough to compel viewers to show friends and "shoot around the world of the Internet," Fletcher adds.
Fletcher also notes there's a "big thirst" to interact with spokesman Jack.
"A lot of people want to interact with him. The Facebook page is a lot of people saying things to Jack and Jack shooting out what he's thinking," Fletcher says. "It's about engagement and getting people to feel a relationship with our brand, so that's great, but there's only so much we can do in the Facebook world, so we're trying new things to try to get this shareable stuff so people are getting us earned media and sharing ‘you won't believe what Jack in the Box did now.'"
Jack in the Box has 797,000 likes.
Jack in the Box targets what it calls "fast food lovers," or people who like fast food and are not apologetic about it. When the brand has to do a media buy, Fletcher says that translates to adults 18 to 49.
The campaign is being promoted via traditional paid media, which drives to the consumer site, which has a marquee that sends people directly to the campaign page, Gross says.
In addition, the brand says it will promote some of its favorite Vines on Facebook and Twitter.
@JackBox has 42,000 followers.
The website will also solicit user-generated content throughout the summer.
"This wasn't meant to be a huge part of our promotion but we suggested that users contribute their own videos of how they #gobigjack," Gross says. "To date we haven't approved any videos so we're not too concerned with the lack of user-generated content."
San Diego-based Jack in the Box has more than 2,200 restaurants in 21 states.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014