Dive Brief:
- Jack in the Box has launched an artificial intelligence-powered, choose-your-own-adventure style game within its app that offers players bigger rewards the deeper they get into the game, according to a press release.
- DealQuest: Revenge of the Munchies takes players through an apocalyptic storyline in which they team up with the brand’s mascot, Jack, to fight off “AI Munchie Meals.” Each action creates a new branch of a storyline, making the game different every time for repeat playability.
- Throughout the game, players will unlock codes for seasonal “Monster Munchie Meals” and other menu items that can be redeemed for deals directly through the QSR chain’s app — a value play that could attract cash-crunched consumers.
Dive Insight:
Jack in the Box continues to tap into the world of gaming to fuel its marketing initiatives and create cultural experiences that move beyond pure menu promotions. Earlier this year, the brand promoted a limited-edition Munchie Meal with a custom Fortnite map — which took place under the watchful eyes of brand mascot Jack Box — and a Twitch livestream with entertainer T-Pain and his gaming team.
Both promos are part of the chain’s overall strategy to create experiences around its brand and app, linking its menu, personality and deals into one message, according to Ryan Ostrom, Jack in the Box’s executive vice president and chief customer and digital officer.
“The future of fast food isn’t just about what you order, it’s about how you experience it,” Ostrom said in a statement. “It’s a taste of where we’re headed: a digital ecosystem where great food, craveable deals, and unforgettable experiences come together, and the deeper you go, the more you unlock.”
The new game achieves this goal by having players make their way through the game alongside Jack Box. The game begins with players meeting Jack Box in a restaurant where the atmosphere feels a little off. When the game gets underway, the player and the mascot team up to fight off a horde of AI Munchie Meals. As they progress through the story, players encounter real Jack in the Box menu items and unlock deal codes for defeating those “enemies.”
The deals begin small, like a free regular-sized drink with a $5 purchase, but get larger (such as a buy one, get one 50% off Munchie Meal deal) as the player advances through the game. Because the game employs a choose-your-own-adventure style of gameplay, players could return multiple times, earning multiple rewards. In addition, once players redeem an offer in the app, they are automatically entered into a sweepstakes to win prizes including a custom Jack in the Box gaming PC, other gaming consoles and Resident Evil game codes.
The game was created in partnership with agency TBWA\Chiat\Day LA and will be live through the month of October. It will be promoted through social, mobile and apps that are popular with gaming audiences.
