Authenticity key to Jack in the Box social-media effort

03/18/2009 | Los Angeles Times (tiered subscription model)

A social-media campaign dubbed "Hang in there Jack" garnered 4.8 million hits for its video clips and 81,000 get-well messages for the Jack in the Box company mascot. The campaign focused on the mascot's recovery from "injuries" sustained in a Super Bowl spot. The quickservice chain gave users a voice in the effort -- taking down only those posts and clips it considered in poor taste or profane, according to this article.

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