Jack in the Box asked MWWPR to help launch its newest burger in a way that would break through the QSR clutter and win consumer attention for the new premium burger, Jack’s Brewhouse Bacon Burger.
MWWPR wanted to create an immersive, multi-sensory experience to launch the new product to media – and also create a first for the QSR industry – by shooting a 3 minute video in virtual reality. Using the elements from the broadcast commercial, the video simulated a pub environment, in which Jack himself served the new burger on camera, and then unbeknownst to the media, when they removed the VR goggles, a freshly prepared Jack’s Brewhouse Bacon Burger was placed in front of them. Two events took place on the same day in both New York City and Los Angeles, and the virtual reality video was then uploaded to YouTube, where consumers could experience the 360 degree video as well.
The idea delivered. In one week, the virtual reality media preview and consumer product launch received coverage in the Wall Street Journal, Ad Age, The Daily Meal and other top tier media surpassing 327 million impressions.