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Due to rampant body odor (or COVID), San Diego Comic-Con was virtual for a few years.
To revive the experience in lockdown, we launched a dedicated Jack in the Box Discord server during SDCC—bringing elements of the convention to Discord users and Jack in the Box stans for an entire weekend.
Dave Johnson (Marvel, Image) rendered CEO/mascot Jack Box in his signature style while answering questions about working in/breaking into comics.
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.
Throughout the weekend, fans went feral as they attempted to score a Funko Pop of Jack Box.
A Discord bot awarded a new winner every hour. Hooray for automation!
Don’t worry, faceless shareholders, We also kept focus on the food by “leaking” Jack in the Box’s newest LTO in a dedicated thread.
I popped up as the face of the Discord server and engaged with fans throughout the entire weekend, posing as Jack Box to emcee real-time events, menu reveals, and riff with fans in the chat.
Jack’s Late Night Discord became the 2nd largest branded Discord overall, with steady engagement that surpassed Discord’s engagement benchmark by 2x, featuring 27,000 messages being sent over the course of the weekend (21x over Discord’s benchmark), and love from fans.
The Discord server we created is still used by the brand to give Jack fans a social hub, reveal new products, and build hype for upcoming integrated work. 🥹
