Dive Brief:
- Jack in the Box put out the call for its first-ever Gamer Jack, a full-time content creator position responsible for bolstering the quick-service restaurant’s Twitch presence, per details shared with Marketing Dive.
- Gamer Jack will be the face of weekly livestreams and events that foster relationships with gamers. Benefits include a salary and gaming set-up stipend. To apply, participants must visit a landing page and submit a video sharing why they believe they are a good fit.
- The QSR partnered with e-sports company Zoned Gaming for the casting call ending Oct. 10. The concept follows other Twitch-focused efforts by the marketer and emphasizes the growing use of creators to step into Gen Z spaces.
Dive Insight:
Jack in the Box’s full-time Twitch streamer search nods to the popularity of the Amazon-owned platform among younger consumers. Brands, in turn, have expressed blossoming interest in creators already embedded in the service and who might have a better understanding of the types of content that resonates with viewers than corporate-level marketers.
Gamer Jack is intended to deepen the QSR’s gaming presence and will have responsibilities centered around the development and execution of social media and content creation strategy. The creator will unveil a virtual avatar version of mascot Jack as well as host weekly programming and other events. Another key function of the role is to collaborate with personalities and streamers, which could help the company spread its roots to niche fan bases on the platform.
Until Oct. 10, creators can submit a video pitching why they should be picked. Jack in the Box will narrow the pool to 20 people before finally selecting a winner as Gamer Jack, granting them an employment contract and additional funds to improve their gaming set-up. The hire will also gain access to opportunities meant to build their personal brand among the gaming community
The move builds on Jack in the Box’s recent Twitch efforts. The fast food chain previously partnered with Zoned to launch a Jack in the Box virtual drive-thru that flexed a scannable QR code allowing consumers to earn discounted food and rewards. It has also offered subscriptions and donations to rising content creators.
Others have taken to the space in similar ways. In August, Hot Pocket debuted its One20 platform targeted at gamers with a creator contest that pledged over $100,000 to the winners, each of whom became brand ambassadors. On the virtual avatar front, Kellogg’s Frosted Flakes partnered with Twitch’s Brand Partnership Studio to transform its brand mascot Tony the Tiger into a VTuber.
Editors note: This story has been updated to remove specific monetary values regarding compensation following new information provided by Jack in the Box post publication.
