JACK IN THE BOX:
JASON DERULO
CONQUER YOUR MOUNTAIN
Over 60% of people on TikTok talk about food on the platform. So to get them talking about our new food, we partnered with the biggest celebrity and foodie on app, Jason Derulo.
THE VIRTUAL POP-UP RESTAURANT
Every time Jason Derulo Hits another million followers on TikTok, he celebrates by making videos of outrageous food concoctions he's dubbed "Milli Meals". So we hit Jason with a proposal. When he hit his 45 millionth follower, instead of making another Milli Meal, why not open an entire Milli Restaurant with Jack in the Box instead. Jason agreed.
Every time Jason Derulo Hits another million followers on TikTok, he celebrates by making videos of outrageous food concoctions he's dubbed "Milli Meals". So we hit Jason with a proposal. When he hit his 45 millionth follower, instead of making another Milli Meal, why not open an entire Milli Restaurant with Jack in the Box instead. Jason agreed.
With the pandemic going on, we kept our restaurant strictly virtual, letting anyone order from our site. The menu was a mix of campaign products as well as brand new Jason concoctions using Jack ingredients (like the Burgeraco, a Jack taco inside a burger).
With the pandemic going on, we kept our restaurant strictly virtual, letting anyone order from our site. The menu was a mix of campaign products as well as brand new Jason concoctions using Jack ingredients (like the Burgeraco, a Jack taco inside a burger).
Jason even wrote, directed, and edited a TikTok video for us.
Jason even wrote, directed, and edited a TikTok video for us.
RESULTS
135 THOUSAND
New followers on TikTok in first 24 hours
53 MILLION
Media impressions
15% INCREASE
In app downloads
In app downloads
15 THOUSAND
'Milli Meals' sold in first 2 weeks
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Client: Jack in the Box
Role: Art Director
Agency: David&Goliath