FUEL HOUSE

As corporate sponsors of the Dallas Fuel esports team, Jack in the Box had to love the team as much as the fans do. So we turned Jack into the ultimate super fan with Fuel House, an episodic web-series where Jack moves in with the team and turns their lives upside down.

FULL CASE STUDY HERE

INTRO THEME SONG

EPISODE 1 - “STRETCHED”

OGE is shaken to his core when he discovers that the neck on his favorite jersey is all stretched out.

EPISODE 2 - “COSPLAY”

Jack’s taking his fandom to the mechxt level. Did he read the instructions on his new mech suit? Maybe. Maybe not.

EPISODE 3 - “JACK BOT”

Jack introduces the team to Jack Bot, who pretty much immediately violates the first law of robotics.

EPISODE 4 - “POSITIVE EFFECT”

In a very special episode, Jack and EFFECT discover that having a personal life is a big part of being your best.

EPISODE 5 - “FUEL FESTIVAL”

Jack is throwing the first-ever Fuel Fest. It's gonna be lit, fam!

EPISODE 6 - “REVENGE OF JACK BOX”

Jack Bot is back, but this time he’s not looking for information. He’s looking for revenge.

A multi-channel approach was used to spread awareness. We gained new viewers through Twitter, Snapchat, Reddit AMA with the team, tournament giveaways and a life-sized experience at E3.

Fans knew what was up.

Media, too.