Jack in the Box unlocks a valuable new world. This is not just another LTO launch or a low-cost deal. This is DealQuest. This selected their own adventure game within the Jack app, where the menu appears, and players uncoded the code and purchased seasonal monster manchee meals and classic jack favorites.
Breaking life into customized QSR marketing at the scale possible, Dealquest: Revenge of the Munchies is driven by AI, allowing each player to create their own dynamic adventures and discover unique, gaming brand experiences that create real value across every playthrough.
In the game, the DealQuest player meets Jack at the box restaurant where something is wrong. With a witty, apocalyptic twist, they soon end up working with Jack to defeat the evil “I Munchie meal” that chews.
As players type actions, questions, and decisions that advance their own game storyline, they interact with actual menu items and discover trading codes to redeem actual jack hoods.
The deeper they go into the adventure, the better their food will be. Some even have the opportunity to win high-value prizes, such as gaming PCs and modern consoles.
Fully replayable, DealQuest serves as a living campaign that turns the Jack app into a place for branding and co-creation. This game has moved value from transactions to experience.
Nat Wilkes, creative technologist at TBWA\Chiat\day La, said: Experience and power discoveries of characters, background graphics, stories, and even hidden aspects that players can discover along the way. ”
“The future of fast food is not just about what you order, but about how you experience it,” said Ryan Ostrom, chief customer and digital officer of Jack in the Box EVP. “With DealQuest, you're pushing the boundaries of fast food experience within the app
It looks visible by combining AI, games and storytelling to make the Jack app more immersive, personalized and fun. It's the taste of where we're headed: a digital ecosystem filled with amazing food, craving trades, an unforgettable experience, and a deeper
The more you go, the more you unlock. ”
Competitors in the QSR space have long relied on low prices that consume value messages in the race to the bottom. Consumers know what to expect: exchangeable transactions, limited menus, fleeting brand connections.
As TBWA/CHIAT/DAY LA witnessed the practice of reducing value to dollars, guests leveraged the insight from the gaming experience that “there is 184% more likely to go to checkout” and mapped the entire customer experience to give them the opportunity to rethink their value as something their customers are looking forward to.
Kat Lynch, Associate Strategy Director for TBWA\Chiat\Day LA, said: “Jack has it, but he also knows that anyone can fit in a deal, which was a practice of re-wrapping existing deals and touchpoints to create something that you won’t forget.
Created in collaboration with creative agency TBWA\chiat\day la, Dealquest will be live in October with a promotional campaign rollout focused on social platforms, mobile sites and apps that meet gaming audiences.
Jack in the Box previously dominated the creepy season with Hollywood Calibre storytelling. Horror Short “Feeding Time,” Jack's seasonal monster tacos have been spotlighted on the joys of hungry horror fans. To capitalize on the brand's late-night appeal and fold gamers, the brand recently completed its dynamic T-Pain X Fortnite collaboration “Zone Wars” on Twitch, increasing the value of Munchi's diet through engagement with the authentic streamer community.
DealQuest is the latest in Jack In the Box's sharp strategic theatre, attracting fans as well as customers of the transaction. In collaboration with TBWA\chiat\day la, the brand merged its connection with audiences, storytelling, gaming and brand engagement, redefine it in a way that resonates deeply with the brand's late-night sweet spot: a subculture that intersects gamers and horror fans.
