As many of you know, Jack, the star of Jack in the Box commercials, was in an “accident” this new year. As he was leaving his office, Jack was hit by a incoming transit vehicle. A bus by any other name. What transpired afterwards was a viral marketing campaign that ran for a few months. With it came a website. HangintherJack.com.
The whole idea for the marketing plan was to report the “life of Jack Box” as he was recovering from a horrific accident. Videos of the accident, first hand accounts, get well wishes from fans, and interviews with key employees accompanied the website. When he “awoke” from his coma,
What was the point? The marketing department or agency working for Jack in the Box Inc. utilized this approach to roll-out a new brand strategy for the company. Gone is the simple, but recognizable, red box with diagonal text. What resulted is a completely redesigned website, new logo, and a new more updated products & services for the chain of restaurants.
The logo is intuitive. Playful like the old one but with a much more updated and upbeat feel. Look at the tail of the “K” and you will recognize the classic smile of Jack Box.
The website was a great way to utilize the power of social networking. Many companies are utilizing twitter and facebook, but I haven’t seen a company push a complete brand strategy through social networking. Supporters can link their youtube videos, send e-mail well wishes, follow Jack’s “status” on Twitter and Facebook, and download images to show support through aim or their own personal blog. This was a well executed marketing strategy utilizing the usefulness of social networks.
I would like to see more and more big corporate companies to follow Jack in the Box’s lead. Many are still hesitant to push their marketing strategy through social networks. Even though Jack in the Box utilized social networks in their campaign, the main avenue were still television commercials. Before this decade ends, we will see one more major marketing campaign with a major utilization of social networks. Maybe the company wont devote their entire time to social networking, but any company that won’t utilize the power of this tool may not have a better effect than what Jack in the Box inc has done