Jack in the Box mascot massacre hit or miss for social media

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In a $3 million Superbowl ad, Jack Box gets hit by a bus--his condition, serious. The commercial ends with the url www.hangintherejack.com. Problem?

Well, the promotional website crashes. And, worse, the Twitter account, @jackbox, was not being maintained for the first 30 minutes after the ad.



Unlike @overstockdotcom or @scottmonty, who manages social media for Ford, Jack in the Box was silent in social networks in the aftermath of its major advertising campaign launch of 2009.

In today's connected world, that's a huge missed opportunity to connect in real-time with fans of the Jack advertising, product and mascot.

Even nearly one hour after debuting the ad, the last Tweet Jack showed was that he was off to his ill-fated lunch with executive Phil, the website was still crashed, and no updates were available on the company's Facebook page.

Finally, while the Superbowl was still in progress, a Twitter post was generated by 'Barbara,' Jack's assistant, with an update and more promised.

And following the Superbowl, the website came back up. I couldn't see the multimedia on the site for whatever reason and the only other options were to order something from the menu in lieu of flowers or follow the Twitter or Facebook accounts. In the wake of the commercial

We'll see whether the campaign becomes a social media phenomenon. If the folks behind it adopt some of the approaches that made the Mad Men characters so engaging and fun for people to interact with, it could redefine the meaning of "being hit by the proverbial bus"--at least in advertising circles.

Get well Jack!