Jack in the Box is blending apocalyptic storytelling and AI-fueled gameplay in its latest customer engagement move, launching “DealQuest: Revenge of the Munchies” inside its mobile app. The game sends users on a choose-your-own-adventure-style quest alongside mascot Jack, battling rogue “AI Munchie Meals” in exchange for real-world meal deals. The deeper players go, the better the rewards, including codes for seasonal menu specials that can be redeemed directly through the app.
This isn’t Jack’s first foray into gamified marketing (remember their Fortnite stunt with T-Pain?), but it’s their clearest signal yet that QSR experiences are going digital-first. The game adapts to each user’s choices, encouraging repeat play, and unlocks progressively bigger offers — starting with a free drink and escalating to Munchie Meal BOGOs. Every redemption also enters users into a sweepstakes for prizes like a custom Jack-branded gaming PC, tapping into the same Twitch and gamer culture the brand has courted all year.
Running through October and built in partnership with TBWAChiatDay LA, DealQuest is being promoted through social media and mobile channels that reach gamers directly. As EVP Ryan Ostrom puts it, the future of fast food is as much about the digital experience as it is what you order at the restaurant — especially when it rewards your late-night snack battle with a cheat code for dinner.
Read more at Marketing Dive.