E3 Social Takeover
How do you become the most talked-about brand at gaming’s biggest event without even showing up? You hijack the conversation with a social stunt made for one of the most passionate (and hungry) audiences on the planet: gamers.
Ready Player One
The Challenge
Jack in the Box was missing out on a massive audience—gamers. Despite being one of the brand’s most loyal and late-night-heavy demographics, they weren’t being spoken to directly.
The Idea
With no brief, no ask, and definitely no budget, we pitched a bold social stunt to crash gaming’s biggest stage: E3.
Our plan? Parody the year’s most anticipated gaming franchises and “launch” Jack’s very own console—Jack Box—in real time as major press conferences were happening. The goal was to hijack the gaming conversation, spark social buzz, and drive hungry gamers straight to Jack in the Box.
The Impact
The campaign became a breakout hit, earning massive impressions, engagement, and gamer love across social platforms.
More importantly, it paved the way for the brand to market to gamers, leading to Jack in the Box’s first official esports partnership with Overwatch League’s Dallas Fuel.
The Work
Each social asset dropped in real time, perfectly timed with major studio announcements. We parodied the year’s biggest game releases with fake franchise titles and reviews so convincing, fans thought they were real. The result? Jack in the Box hijacked the E3 conversation—without ever setting foot on the show floor.
Call of Duty
Mass Effect
God of War
Madden 18
Tekken
The Next Level
Following the success of our E3 social stunt, Jack in the Box doubled down on gaming—signing a multi-year, multi-million-dollar sponsorship with Overwatch League’s Dallas Fuel.
The deal marked the brand’s first major move into esports, complete with jersey placement and fan-facing activations that made Jack in the Box part of the gaming community.
What began as a scrappy, zero-budget social idea became a long-term gaming strategy that connected Jack in the Box to one of the most passionate fanbases in the world.
