Jack in the Box launches Crave Crasher video game
Aug. 28, 2017
by MEAT+POULTRY Staff
The chain's latest advertising campaign highlights meal-mashup innovation.
SAN DIEGO – Digital meets reality in a new advertising campaign from Jack in the Box that employs a video game to promote the brand’s newest menu innovation, “Munchie Mash+Ups”.
In a race against time, players must satisfy cravings for Munchie Mash+Ups using the Jack in the Box Crave Van to deliver meals to the person craving them. Munchie Mash+Ups are snack-size items drawn from the brand’s late-night Munchie Meals menu. Munchie Mash+Ups come with hash browns and diners can choose from:
- Wakey Bakey Hash – three-cheese blend, bacon, fried egg and melted garlic herb butter;
- H’angry Chicken Hash – chicken nuggets covered in white cheese, buttermilk ranch and buffalo sauce; and
- Jack’d Jalapeño Hash – jalapeños, bacon and melted cheese.
“Jack in the Box has a strong passion for delivering unexpected and welcomed experiences that allow our fans to engage directly with us,” said Iwona Alter, CMO for Jack in the Box. “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.”
The game controls the speed while the player controls the steering, the company said. Players can improve their times by taking tighter turns to avoid obstacles. Players also are encouraged to share with friends to top their high scores. Those who beat the game can sign up for Jack in the Box deals and coupons.
Munchie Mash+Ups are available for a limited-time for $3 at participating Jack in the Box restaurants.