Jack in the Box Pioneers In-Store Branded Videos by Customers

Burger chain testing a series of 33 branded films on in-store flat-screen television monitors in 115 concept stores

Jack has bought into the Internet age in a big way. The chain has been testing Jack TV, a series of 33 branded films that will be displayed in restaurant flat-screen monitors to amuse customers while they wait to place orders. Besides video shorts from ad agency Secret Weapon Marketing, customers  contribute their own shorts through the chain's MySpace page.

The chain has upped its Internet marketing budget, while lowering radio and Sunday magazine spending. It is revamping its Internet website to be more user friendly for franchisees and customers as well.

There is something of a cult following of Jack. So the chain wanted to redesign the restaurant experience to make it fit how its customers feel about Jack.

To date the Jack in the Box website has drawn more traffic than even Burger King's King. Most importantly, the efforts are converting to more sales. In the 115 concept stores in which Jack TV has been tested, sales have risen in double digits. Customer's perception of wait times fell and dine-in traffic has increased.

• Read full story at Advertising Age