Jack in the Box ran a TV ad during the Super Bowl—the most popular and watched televised ads that run the entire year. The commercial ended with a Web site address, and there are two versions of the site, one normal and one mobile. For mobile users, when they accessed the Web site, users were offered a downloadable coupon for a free order of fries. Jack in the Box also asks people to sign up for the latest on what’s going on with their mascot, therefore, they’re collecting and building their database of customer information.
Not only are people asked to enter their own personal information to opt in to the campaign, but they’re also asked to tell their friends. Word of mouth is a great method of marketing, and best of all, it’s free.
So for this one campaign to boost business and customer loyalty, Jack in the Box used television advertising, a traditional Web site, a mobile Web site and SMS text message marketing. However, SMS text message marketing is the most integral part of this particular campaign, because it is the element that will continually engage customers and bring in business.
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