THE BIG IDEA
Food for Every Mood is a way to proactively engage people in moments when their mood is shifting and they are in need of a Jack in the Box splurge. Social content was created and targeted to key geographies based on weather and sports results, prompting fans to simply text an emoji of their current emotion to Jack in the Box. When they did, consumers would receive a coupon for a food item matching their mood and would continue to receive relevant offers.
HOW DID WE GET HERE?
Jack in the Box was seeing a decline in quarterly sales and needed a way to get existing consumers back in the restaurant. At the same time, with its iconic voice and character, Jack, the QSR giant has millions of social followers. We needed a way to turn those social followers into mobile subscribers– customers who want to receive coupons and special offers from Jack in the Box– to get them to come back for more.
INSIGHT: You don’t plan to have Jack in the Box, you crave it and then just need to have it. And your mood dictates your cravings more than anything else.
OPPORTUNITY: Turn craveable Jack in the Box moments into an opportunity to capture information and drive to the restaurant.
RESULTS: During the life of the campaign, we saw a 20% lift in mobile subscribers, interested in receiving information and updates from Jack in the Box.