See yesterday's post if you missed the ad that Jack in the Box ran during the Superbowl. This post is 'part II' or 'the morning after.'
By Feb 2 in the morning, it's clear the www.hangintherejack.com site has a lot of great multimedia and much of it in YouTube format. I believe that all of these videos were posted during and immediately after Superbowl but because the site couldn't handle the traffic, I, like many, couldn't see them.
The 'creative' on the site is fantastic. And that's why I believe it deserves better tactical execution in social networks and that some of the missed opportunities here border on egregious (let alone the $3mil required to have bought the original ad space.)
The site encourages you to make a video response, comment on the videos and order anything off their menu (in lieu of flowers). But there's one H-U-G-E element it's missing and that's an RSS feed. A simple little icon that allows me to subscribe to this blog. That's out-and-out crazy and another big sign that the people behind the campaign don't understand social media.
Another sign? The Facebook page has one update since yesterday and the Twitter accounts are still at odds with @hangintherejack providing fresh, timely updates to 35 (?) followers and the @jackbox site doubling its followers again to over 1400 despite publishing only one update.
Seems this is an advertising driven campaign and expensive TV airtime will be used to push people to www.hangintherejack.com. Meantime, inexpensive and more personalized social media marketing and engagement will be foregone or done haphazardly as the advertising executives learn on the job. (Hey, in these rapidly evolving times, we're all learning by doing, but what small fee could have paid to have a social media consultant contribute to this promotion.)
I am curious to learn what agency is behind the promotion because my money is on a traditional ad agency that has talked its client into an 'interactive' campaign without fully understanding what an interactive campaign should look like in 2009.
Showing posts with label superbowl. Show all posts
Showing posts with label superbowl. Show all posts
Monday, February 2, 2009
Sunday, February 1, 2009
Jack in the Box mascot massacre hit or miss for social media
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!
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!