Jack in the Box has recently launched a campaign using a combination of offline media and social media to advertise that anything can be ordered from their menu any time of the day. During the Super Bowl the company aired a commercial where Jack was crossing the street and he was hit by a bus and recently they have launched a second commercial where Jack is in the hospital going into an MRI machine and getting treated for his injuries. There is also a landing page where people can leave “get well” videos and comments for Jack and sign up to receive updates on his status to their email or cell phones (here). People can also follow Jack’s status on Twitter, add him as a friend on Facebook or go on ebay to bid on his yellow pointy hat retrieved from the scene of the accident (currently going for $455). There are also several videos on You Tube of a press conference that was held on the day of the accident and interviews with his doctor, paramedic, witnesses and the bus driver who hit him.

This is a great example of how social media can add to the effectiveness of a campaign. It should be noted that it helps that the brand lends itself to this type of advertising and the audience for Jack in the Box can be found on these social media sites. With that said I’m still not convinced that eating JBox tacos for breakfast (or any time of day other than between the hours of 1-3am after a long night out) is a good idea, but that’s just me

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