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Diving briefs:
- According to a press release, Jack in the Box has released his own adventure-style game with artificial intelligence within the app.
- DealQuest: Revenge of the Munchies takes players through an apocalyptic storyline where players work with Jack, the brand's mascot, to fight “Ai Munchie Meals.” Each action creates a new branch of the storyline and changes the game each time to repeat the playability.
- Throughout the game, players unlock codes for seasonal “Monster Manchee Meals” and other menu items that can be redeemed directly for transactions via the QSR chain's app.
Dive Insights:
Jack in the Box continues to leverage the gaming world to promote marketing initiatives and create a cultural experience that goes beyond pure menu promotions. Earlier this year, the brand promoted a custom Fortnite map that took place under the careful eyes of the brand's mascot jackbox, and a limited edition Munchie Meal that took place in a live stream on Twitch with entertainer T Payne and his gaming team.
According to Ryan Ostrom, Box's Executive Vice President and Chief Customer and Digital Officer, both promotions are part of the chain's overall strategy of creating experiences around brands and apps, linking menus, personality and deals to one message.
“The future of fast food is not just about what you order, but how you experience it,” Ostrom said in a statement. “It's the taste of where we're headed. It's a digital ecosystem with great food, coveted deals and unforgettable experiences together, and the deeper you go, the more you unlock.”
The new game will achieve this goal by letting the player follow the path through the game along with the Jackbox. The game begins with the player meeting Jackbox in a restaurant where the atmosphere feels a little farther away. As the game begins, players and mascots team up to fight the Horde of AI Munchie. As they progress through the story, players will encounter real jacks in box menu items and unlock trading codes to defeat those “enemies.”
As players move forward through the game, the deal starts like a free regular size drink with a $5 purchase, but it gets bigger (get 50% off Munchie Meal Deal, for example, buy). The game employs a selection of gameplay of its own choice, allowing players to go back multiple times and earn multiple rewards. Additionally, when players redeem offers in the app, they will automatically enter sweepstakes to win prizes, including box game custom jacks, other game consoles, and Resident Evil game codes.
The game was created in collaboration with agency TBWA\Chiat\Day LA and will be live until October. It is promoted through social, mobile and apps that are popular with game audiences.
