SJ
Jack in the Box · 2010 World Cup
Soccer
Jack.
One brand icon.
A whole new character.
IntegratedOnline VideoSocialRetail
The opportunity
Put Jack
in the game.
During the 2010 World Cup, the familiar Jack antenna ball became SoccerJack—a soccer-obsessed character created to connect the brand with U.S. Hispanic fans throughout the tournament.
More than a visual makeover, SoccerJack had his own voice, personality, stories, and social presence, giving people a playful reason to engage with Jack in the Box around the world’s biggest sporting event.
A brand icon
became a soccer fan.
SJ
2010 World CupOne character.
One character.
Every touchpoint.
More than 30 grassroots online videos gave SoccerJack an ongoing voice throughout the tournament. The films sparked engagement on Facebook, where fans joined the conversation—and some even created and uploaded their own SoccerJack videos.
Facebook interaction, retail activations, merchandising, and in-store materials extended the character across a connected campaign.
Online videoFacebookRetail activationMerchandisingIn-store POP
Selected films · 01—08
Eight from
more than 30.
Select any film to play it directly on the page.
Tssst
Psychoball
Bitter
Toys for Boys
We Need a Break
Goodbye Friends
New Job
Creative Direction / Concept Development / Copywriting
2010 World Cup / Brand Engagement
Online Video / Social / Retail / Merchandising
U.S. Hispanic Market
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