• by Karlene Lukovitz  @KLmarketdaily, August 7, 2013

Burger chain Jack in the Box is running a summer campaign using the Vine mobile/video application and other social platforms.

With digital agency-of-record Struck, the QSR brand has produced 101 videos showing its customers how to "Go Big" -- part of the chain's overall promotional theme touting recent menu additions like its Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich. 

The videos are accessible on Jack in the Box's Web site, as well as through Vine, and are being promoted through the brand's Twitter and Facebook accounts.

Over the summer, the brand is soliciting user-generated content on its Web site, and video talent via Vine.

“In addition to providing a continual pipeline of digital content, the Vine promotion does a great job of connecting together our big summer products, and using a technology platform that really resonates with our target,” says Jack in the Box's Director of Marketing Communications, Andrea Shuff. 

“Vine is a relatively new way for brands to compete in the digital world, and it offers a great deal of creative freedom, which introduces challenges as well as opportunities,” says John Gross, strategist and account director for Struck.