Secret Weapon Marketing

#ButterBelieveIt Super Bowl Campaign

A new product line was launched via Jack in the Box's 2015 Super Bowl campaign. The tasty new burger, the Buttery Jack, was supported with two Super Bowl spots produced by Secret Weapon Marketing, "Sneak-Up" and "Celebration", as well as a social campaign led by the hashtag #ButterBelieveIt. 

As the lead strategist on the Secret Weapon team, I was responsible for collaborating with the client to create a multi-faceted campaign across social and digital channels. Activity included real-time Super Bowl social activity, strategic distribution of content via paid media on social channels, creative content execution to support the product campaign and enticing Buttery Jack fans to share their foodie pics with #ButterBelieveIt. Social shares populated a live feed of content on ButteryJack.com.