Tuesday, 24 November 2009


Jack in the Box is an American fast-food restaurant headquartered in San Diego, CA. In total, the chain has 2,100 locations, primarily serving the West Coast of the United States.  Most of the outlets are in California (900), followed by Texas (560), Arizona (165) and Washington (132). The company also operates the Qdoba Mexican Grill chain.

Jack in the Box targeted ads to people within two miles of restaurants in the week following the launch of smoothies in each restaurant.  The smoothies launched in different places at different times, so the campaign staggered the ad campaign location by location. The campaign offered users an SMS coupon for a free smoothie.

“Jack in the Box was launching different menu items at different restaurants over a rolling time period,” Mr. Linner said. “As each restaurant launched the new menu items, we ran geotargeted campaigns to invite people into the restaurants. “The campaign used both SMS and mobile Web,” he said.