Jack in the Box is gamifying rewards with an in-app horror game. “DealQuest: Revenge of the Munchies” has a twofold appeal: making the brand’s app a mobile game and saving money with the codes players win. The choose-your-own-adventure style game pairs them up with the brand’s mascot to defeat “AI Munchie Meals” in an apocalyptic map—with each win earning a menu reward. And because players can experience different game paths each time they try, and win bigger rewards the farther they go, it draws users to play more than once. Jack in the Box is no stranger to gaming marketing and says this is part of their bigger push to experience-ify fast food, making that a core part of their brand identity. (Marketing Dive)
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