Fast food franchise Jack in the Box is running a mobile coupon campaign to drive consumers to its restaurants in six states.

Three separate mobile ads are currently running on the idle screens of consumers' handsets within select U.S. markets. To power the campaign, Jack in the Box Inc. tapped idle-screen advertising services firm Mobile Posse Inc., which is guaranteeing advertisers a minimum click-through-rate of 10 percent.

"We believe that once advertisers have experienced the results of our advertising platform, they will choose to incorporate mobile idle screen advertising into their future campaigns," said Anurag Mehta, senior vice president of sales and business development for Mobile Posse, McLean, VA.

"As the Jack in the Box campaign is presently in-market, we are not able to share specific performance metrics at this time," he said.

The Jack in the Box mobile coupon offers include a buy-one, get-one-free promotion for Jack's Classic sandwiches, a free combination upgrade with purchase of any burger or sandwich and a free pita with purchase of any Coke beverage.

Delivered at noon, mid-afternoon or early evening, the mobile ads containing the coupons are designed to drive traffic to select Jack in the Box locations for lunch, an afternoon snack or dinner.

Customers are instructed to redeem the coupon using a promotion code at the time of purchase.

The Jack in the Box promo codes are delivered within the Mobile Posse idle screen advertising experience rather than via the mobile Web or SMS. This allows all Mobile Posse consumers to take advantage of the offer without incurring additional data charges, the company claims.

Because Mobile Posse's ad is deployed in conjunction with carriers, even users that do not have data services can use the application for free.

The Jack in the Box mobile campaign is targeting Alltel Perks users on the Alltel Wireless network and Cricket Perks users on the LCW Wireless network. Alltel is now part of Verizon Wireless.

Advertisers also have the option of reaching out to Revol Perks users on the Revol Wireless network.

The vendor was not able to discuss any of its other carrier partners.

This campaign has been deployed in select DMAs in Missouri, Oregon, North Carolina, Texas, Tennessee and Arizona.

Jack in the Box is among the nation's leading fast-food hamburger chains, with more than 2,100 quick-serve restaurants in 18 states.

Founded in 1951, Jack in the Box operates and franchises Jack in the Box restaurants and, through a wholly owned subsidiary, Qdoba Mexican Grill in a combined 43 states. It is based in San Diego.

Money-back guarantee
Meanwhile, in a somewhat controversial move, Mobile Posse has launched a sales promotion for agencies and brands looking to extend their ad campaigns to mobile.

Mobile Posse's "Double-Digits Pledge" lets advertisers try idle-screen advertising risk-free.

Participating advertisers are guaranteed a minimum 10 percent click-through-rate on campaigns delivered via the Mobile Posse platform.

Advertising fees for ads that do not generate the promised consumer response will be fully refunded to the advertiser - no strings attached, according to Mobile Posse.

"In today's economic environment, agencies and brands need to double-down on marketing activities that deliver real results," Mr. Mehta said. "Too often, this means that marketers gravitate toward the tried-and-true, rather than investing in leading-edge -- but riskier -- methods.

"The Double-Digits Pledge is designed to allow marketers to try mobile idle screen advertising without the associated risk," he said. "We stand behind the performance of our advertising platform and are guaranteeing advertisers a minimum 10 percent click-through-rate.

"This engagement rate sets the standard for advertising media of all types, including competing alternatives in mobile."