Wednesday, March 18, 2009
New Jack in the Box Site Adds Jack's Office: Widgets & Video
To capitalize on the momentum of one of the most successful social media campaigns for a fast food company, executives at Jack in the Box (NASDAQ:JACK) upgraded the restaurant's website.
In a press release, Terri Graham,the senior vice president and chief marketing officer, explained the reasoning behind the upgrade to jackinthebox.com
Online marketing has become much more sophisticated since we last revamped our website. 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 websites.Two of our greatest assets are Jack and our unique menu.Our goal was to leverage both of those strengths through the new site.
The site update follows a three-month long viral campaign at hangintherejack.com, which tracked the recovery of company Mascot, Jack, who was run over by a bus (Superbowl Ad).Video updates were posted on the site and a hangintherejack Youtube Channel, where fans submitted their "Get Well" wishes. The videos were viewed 4.3 million times, with more than 77,000 get-well text and video wishes, and more than 67,000 followers via website on Twitter and Facebook.
New website features include a detailed menu, an interactive timeline, commercials, jack ca$h (gift cards), company info, menu
nutrition info, locations. Visitors 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.
I'm told I have widgets, apparently that's a good thing. Just roll over some of the items in my office,and they'll magically illuminate. They're magically illuminating, right? Cause if not, then I know certain 19-year old I.T. guy who is totally fired.
Jack's items include his flat screen TV, which plays the latest commercials,a clock widget, countdown widget, and a personalized phone call dialer. Jack can call in sick for you, dump your boyfriend/girlfriend, vouch for a pay raise, or taunt your friend's favorite sports team. (Perfect timing for March Madness.) You can activate the dialer by clicking the phone on Jack's desk and typing in your friend's number
I assume some of the other illuminated items are still under development, because when you click on Jack's photo frames, he says,"There's my lovely family. Stop staring at my wife!" and when you click on his desk, he says, "Whoa! Ease up! I just had that desk shellacked!"
While Burger King and McDonald's (NYSE:MCD) are MIA on Twitter, Jack in the Box's page, Jackbox, has 6,551 followers, which is more evidence that Graham and the marketing team at Jack in the Box are social media conscious and making a strong effort to reach"millennials" with new media and interactive features.
By Matt O'Hern at 05:00 PM | Comments (1)
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