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We launched a dedicated Jack in the Box server during San Diego Comic-Con’s virtual convention, bringing elements of the SDCC experience to Discord users and Jack in the Box stans for an entire weekend.
Dave Johnson (Dark Horse, Image, Marvel) rendered CEO/mascot Jack Box in his signature style while answering questions about working in/breaking into the comic book industry.
The Aquabats, So-Cal ska legends and frequent SDCC performers, ripped through their catalogue with plenty of JitB friendly interludes and sketches. Also, they all wanted to dress as fry cooks, so, that was an easy thing to agree to.
Throughout the weekend, fans went feral as they tried to score a Funko Pop of Jack Box. A Discord bot awarded a new winner every hour. Hooray for automation!
Don’t worry, faceless corporate shareholders! We also kept focus on the food by “leaking” Jack in the Box’s newest LTO in a dedicated thread.
Jack’s Late Night Discord grew to become the 2nd largest branded Discord overall, with steady engagement that surpassed Discord’s benchmark by 2x, 27,000 messages being sent (21x over Discord’s benchmark), and plenty of love from fans.
And a decent amount of headlines in the trades.
As of November 2023, the Discord channel we created is still being used by the brand to give Jack fans a social hub, reveal new products, and build hype for upcoming integrated work.
Agency: Cashmere Agency