To continue to authentically tap into the fandom and build equity with gamers Jack turned to us to build out an activation surrounding Comic Con and the release of their new 2021 Jack Box Funko.
Jack’s Late Night Discord created a familiar space for fans to relish their favorite event of the year, on a platform they already use for all their fandom – Discord.
Jack’s Late Night Discord created a familiar space for fans to relish their favorite event of the year, on a platform they already use for all their fandom – Discord.
Fueled by the swagger of Jack's Late Night menu, the event was presented as Comic Con after party. There we would give people a space to talk about the comic news of the day and give them memorable events to keep them coming back all con-weekend.
Discord is known as a top-tier chat & audio utility. Their lesser-known features include a video streaming stage, which had several limitations compared to other streaming tools.
We worked with Discord to push the limits of their platform to help us host a live stream concert staring the world's greatest superhero rock band, The Aquabats! Fans could connect with each other and the band via Discord while watching the show.
We worked with Discord to push the limits of their platform to help us host a live stream concert staring the world's greatest superhero rock band, The Aquabats! Fans could connect with each other and the band via Discord while watching the show.
Our partnership with Funko was a unifying thread throughout the activation
showing up in the concert as the 7ft Jack Box on stage.
showing up in the concert as the 7ft Jack Box on stage.
All weekend long we gave away the 2020 Jack Box Funko and at specific drop points gave away the new exclusive 2021 Jack box Funko. We created a Funko channel in the Discord so fans had a place to gather and talk about their favorite big-headed toys. Using Discord's tech we created a bot that automated the giveaway. Every hour the bot would make a post, users then just simply emoji responded to the post to enter the drawing. At the end of each hour, the bot would announce the winner and send the user's info to our fulfillment partners. Easy peasy!
You can't have a Comic-Con party without any comic book art! So we asked DC/Marvel Comicbook artist Dave Johnson to do a live drawing Q&A. Dave walked us through his process and talked shop about being an artist in the industry. He also followed the theme and made Jack Box into a member of the Aquabats! The illustration was then minted as an NFT and the proceeds of the sale went to Jack in the Box's charity partner No Kid Hungry.
And we didn't forget the food. One of the featured rooms in the discord was a product leak room where we teased the next new Jack menu item. In the tradition of "Who's that Pokémon, we teased a silhouette of the product to get people talking. Then later revealed the new item: New Spicy Tiny Tacos!
RESULTS:
Jack in the Box drove a total of 7,664 members in 2 days. The first 24 hours drove a total of 5,560 members. 200 new members joined specifically from the tweet announcing the Aquabats concert on Sunday night. Normally Discord sees roughly 1000 members in the first 24 hours and this campaign surpassed the benchmark by 5.5x!
Jack's Late Night Discord became the 2nd biggest branded
community within Discord in terms of member joins.
ENGAGEMENT:
Of the 7.6k members, 100% of your community came online and was active in your server surpassing Discord's benchmark by 2x. A total of 27,743 messages were sent in the 2 days outperforming Distord's averages by 21x!
Jack in the Box drove a total of 7,664 members in 2 days. The first 24 hours drove a total of 5,560 members. 200 new members joined specifically from the tweet announcing the Aquabats concert on Sunday night. Normally Discord sees roughly 1000 members in the first 24 hours and this campaign surpassed the benchmark by 5.5x!
Jack's Late Night Discord became the 2nd biggest branded
community within Discord in terms of member joins.
ENGAGEMENT:
Of the 7.6k members, 100% of your community came online and was active in your server surpassing Discord's benchmark by 2x. A total of 27,743 messages were sent in the 2 days outperforming Distord's averages by 21x!
All things considered, I think we did a great job.
