Super Bowl is obviously a very busy ad day, with every participating brand competing for the 100 million fans who are tuning into the Big Game. So instead of trying to cram a campaign into the already overcrowded space, Jack in the Box wanted to be different and cut through the clutter with an innovative social approach.
The Monday after Super Bowl Sunday is a nation-wide struggle to not call out sick after a night of partying. Surveys found an estimated 13.9 million employees called in sick the Monday after Super Bowl LII, creating a $3 billion loss in productivity - meaning that instead of going to work, people stayed home to recover, relax, and consume content, of course.
We knew we had to make content that resonated with a specific social audience, so we dug in and identified key niche audience segments based on interest topics, who also had an affinity for sports, and therefore who’d be calling out sick that Monday.
Enter Super Jack’d Monday, a day to recover just as hard as you celebrated. We created a bespoke hangover box full of all the best fried foods coupled with a digital campaign and a delivery partnership with DoorDash for the perfect post-game recovery plan. We then enlisted influencers including LouLou Gonzalez (fitness/beauty), Sam Bashor (an online gamer), Josh Leyva (sports), Landon Moss (music/dance) and more, each resonating with our key segments, and created eight themed vignettes to highlight our promotion - and use as targeted ads.
Super Jack’d Monday resulted in 201 million impressions, a 93% lift in brand mentions, and was the biggest delivery Monday in Jack in the Box history.
