Jack in the Box, a US hamburger chain, has rolled out a new promotional campaign on Vine.
Developed by digital agency of record, Struck, the campaign consists of 101 videos showing Jack in the Box customers how to ‘Go Big,’ highlighting the fast food brand’s recent menu additions as Jack's Big Stack, Big Waffle Stack, and Really Big Chicken Sandwich.
"Struck continues to help us find fresh and innovative ways to connect with our consumers," said Andrea Shuff, director, marketing communications, Jack in the Box. "In addition to providing a continual pipeline of digital content, the Vine promotion does a great job of connecting together our big summer products, and utilising a technology platform that really resonates with our target."
The Vines are being promoted via the restaurant's Twitter and Facebook page and are being displayed on a dedicated Go Big website
"Vine is a relatively new way for brands to compete in the digital world and it offers a great deal of creative freedom, which introduces challenges as well as opportunities," said John Gross, strategist and account director, Struck. "Our team really came together to tap into the creativity and fun of this platform while also capturing the essence of the Jack in the Box summer promotional campaigns in a way that will entertain our fast-food lover audience."