Campaign Overview: Popular fast food chain, Jack-in-the-box wanted to create a direct-to-consumer mobile marketing channel.

Campaign Objective: Leverage the rise in commuters taking public transit and increase sales by driving consumers to Jack in the Box retail locations with mobile campaigns.

Marketing Tactics: Jack in the Box partnered with BART (Bay Area Rapid Transit) in the San Francisco Bay Area and Sprint to provide commuters the ability to pay BART fares and Jack in the Box tabs on their mobile phones. Consumers could remotely download BART fares and “Jack Ca$h” gift cards onto their mobile phones, check card balances, review transactions and increase the card balance. Participants held their Sprint provided mobile phones up to select Jack in the Box and Sprint smart advertisements on BART station walls to download Sprint related content and directions to the nearest retail location. Participants interested in visiting Jack in the Box retail locations were then able to use their phones to pay for their meals.

Conclusion: With detailed mobile analytics and reporting, Jack in the Box could strategically track the increase in retail sales. Jack in the Box created an innovative mobile channel to make it easier for customers to receive information they want, easily manage their daily commute and make payments with one device.