Jack in the Box is launching a fictional presidential campaign for their mascot Jack as part of their marketing strategy. They are promoting the campaign through their website DraftJack.com and an internet radio network. The campaign aims to leverage people's positive attitudes towards Jack and the food from Jack in the Box to increase the likelihood that they would vote for Jack as a candidate. The campaign seeks to balance these positive attitudes according to Balance Theory in psychology.
18. Potential for USP If indeed there were negative consequences to DraftJack.com, reinforcing the USP in future ads may allow people to remember why they liked Jack to begin with, and can help Jack redeem himself as a worthy likable character
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