SAN DIEGO: Do you have a passion for curly fries, tiny tacos, giant heads and streaming? Then Jack in the Box might have your dream job.
The fast-food chain is hosting a casting call October 3-10 for someone to represent the brand on Twitch via its new virtual avatar: Gamer Jack. The person who lands the coveted role, with the official title of head Twitch creator, gets an annual compensation and a stipend to purchase a state-of-the-art gaming setup makeover. Jack in the Box did not share exact compensation numbers.
Gamer Jack will be streaming consistently every week, playing various popular games with top gaming personalities and rising streamers across the gaming space. Additionally, Gamer Jack will occasionally host community-driven events to take interactions with the community to the next level, the role description says.
“Gamer Jack will be a realmember of the Jack in the Box crew with a paying salary and outlined roles and responsibilities,” Sheena Dougher, senior director of marketing communications at Jack in the Box, told PRWeek via email. “However, it is a contract employee agreement that allows Gamer Jack to maintain certain independence to best suit their existing streaming career needs. And let’s face it — a role this cool doesn’t feel like a real job.”
The brand has created microsite BecomeGamerJack.com, where fans can complete a registration form and upload a video explaining why they deserve to be Gamer Jack.
Jack in the Box will also be at TwitchCon in San Diego from October 7-9 to highlight the Gamer Jack promotion. Additionally, the chain will hold a social scavenger hunt to find the ultimate Gamer Jack Swag Box.
Jack in the Box has dabbled in gaming for a while, and earlier this year it made a bigger push into the space, in large part with Twitch, Dougher said. In May, for example, the quick-service chain launched a virtual drive-thru on Twitch.
The brand is focusing on Twitch because it is one of the largest and fastest-growing platforms in the world. From April through June, people watched 5.6 billion hours of streams on Twitch across 9.6 million distinct channels on the service, according to data from Streamlabs, a streaming software company.
Dougher noted that Jack in the Box is a brand built on innovation and cultivating authentic consumer relationships, so it is important for it to show up in a space such as Twitch, where people interact in real-time.
“We knew we wanted to continue Jack’s relationship with this community,” said Dougher. “And what better way to do so than by adding a member to our internal team dedicated to building that authentic connection?”
Agencies supporting this campaign include Small Girls PR and Zoned Gaming. Budget information was not disclosed.
“We’re proud Jack in the Box has always been known to celebrate a ‘come as you are’ mentality, and this is one of the many ways we’re continuing to tap into communities who embrace being the curly fry in a world full of classic fries,” said Dougher.