Fast-food restaurant chain Jack in the Box has rolled out a round of digital marketing initiatives, including a mobile-optimized Web site, as part of a campaign aimed to catapult the company into the digital space.

Jack in the Box?s new campaign is for the chain?s new line of BLT cheeseburgers and includes mobile, Web, social media and television. StruckAxiom is Jack in the Box?s digital agency of record and worked with the company on this digital initiative.

?We are definitely looking into other opportunities in the mobile space as Jack in the Box expands their digital efforts,? said Nick Fletcher, deputy vice president of marketing communications at Jack in the Box, San Diego, CA.

?We want to make sure we are providing our customers with the best experiences possible by means they are most comfortable with,? he said.

Bringing home the bacon
The campaign is aimed at Jack in the Box?s group of young, tech-savvy males and runs through April 18.

The slogan of the campaign is, ?Love bacon? Marry it.?

The mobile component revolves around a mobile microsite that users can enter by typing http://www.marrybacon.com into their mobile browsers.

On the mobile site, users can watch a 30-second clip that is also running across TV and features a man who is so in love with his cheeseburger that he marries it.

Users can test their love for bacon on the mobile site with a feature that lets them press their finger on their mobile device to get a reading of how much they love bacon.

The feature is touch-sensitive. Users are then given a percentage that represents their love of bacon.

Users can also browse and share pictures from the campaign via Facebook and Twitter.

The mobile site also connects with a campaign-specific Tumblr page that Jack in the Box has set up to chronicle the main character?s love for bacon.

Users can also buy Jack in the Box merchandise via the mobile site.

Here is the Jack in the Box commercial

Mobile calls-to-action are included in the site for the line of new cheeseburgers in addition to a bacon-flavored milkshake that Jack in the Box has also rolled out.

The fast food restaurant will also be adding a SMS component with messages to users who are opted-in to Jack in the Box?s Secret Society loyalty program.

The digital effort also includes a Web site with similar features that put bacon as the main image of the campaign. Social media is also being used as well as TV spots.

Digital fast food
The BLT hamburger campaign is part of a broader initiative for Jack in the Box to dig further into digital media.

Jack in the Box has embraced mobile in other ways, including SMS, mobile coupons and a mobile site, but this campaign marks the a major digital push for the quick-serve restaurant.

This campaign from Jack in the Box carves out a particular niche of young males who are digitally-savvy.

By tying the campaign to multiple digital touch points, Jack in the Box is able to incorporate mobile marketing as a component of the overall campaign.

?Research has shown that our audience tends to go mobile first as they spend their time digitally,? said John Gross, strategist and account director at StruckAxiom, Portland, OR.

?We felt our audience would completely miss past digital tactics such as Facebook tabs and Flash pieces, so we specifically set out to create a campaign not just with a mobile component, but that started with mobile first and then adapted for other platforms,? he said.

?Additionally, we wanted to create snack-sized pieces of content that were on-brand and shareable to keep the site sticky throughout the life of the campaign.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York