Integrating a brand message via technology is not new. However creating a platform to drive a brand differentiation while simultaneously edifying consumer’s food specific crave ability is just what Jack in the Box is attempting to do according to Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson.
When Jack in the Box Launched its new mobile game it was another innovative integrated advertising campaign that was both consumer interactive and participatory according to Johnson. The new game titled Crave Crasher, is a mobile-optimized, browser-based game that challenges players to “crash their cravings” using the brand’s infamous Crave Van.
Here is how Jack in the box describes the game “Crave Crasher puts users behind the wheel of the Jack in the Box Crave Van and tasks them with bringing one of Jack’s three new innovative Munchie Mash+Ups to a person who’s craving it. The twist? Users must avoid obstacles as they race toward the finish line, where a craving is waiting to be satisfied.” …
“Crave Crasher encourages players to navigate through the streets as fast as possible to complete their craving delivery. The game controls the speed while the player controls the steering. Times can be improved by taking tighter turns to avoid obstacles, and players are encouraged to share with friends to top their high scores. Those who beat the game have the opportunity to sign up for Jack in the Box deals and coupons.”
Iwona Alter, Chief Marketing Officer for Jack in the Box stated “ “Jack in the Box has a strong passion for delivering unexpected and welcomed experiences that allow our fans to engage directly with us,” .. “In addition to innovating our menu, we’re also focused on innovating the guest experience. With Crave Crasher, guests can crash cravings with a simple tap or click.”
Are you trapped doing what you have always done and doing it the same way? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.