Photo credit: Jack in the Box
Jack in the Box extended a bold offer in their Super Bowl ad “Crossing the Delaware.” Proud of recent upgrades to their menu items, the company dressed their mascot as George Washington to announce a “Declaration of Delicious” giveaway of one million of its new double stacked, $4.79 buttery bun burgers.
If you’ve worked in marketing, this ad campaign might make you ask yourself, “What’s the best strategy for giving away a million hamburgers?”
It is a good question because coordinating such a massive promotion is no small task and the consequences of failure can be high. In 1986, restaurant chain Burger King ran a campaign called “Where’s Herb?” that was deemed a marketing flop. One contestant’s winnings got tied up in a consumer fraud lawsuit. Profits dropped 40% the year the ill-conceived promo ran. It was bad news for all stakeholders. The
Article source: http://customerthink.com/what-sms-marketers-can-learn-from-jack-in-the-box/
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