For every person who ‘likes’ Jack on Facebook, the company will make a nickel donation into a digital money jar on the site.
At the end of the month-long campaign, Jack will reward one lucky fan with the total amount in the jar.
The more loyal, generous fans, the more money the winner will receive.
“Be a Rich Fan” is just the latest social media/word-of-mouth effort from the fast food chain and its agency, Secret Weapon. You may recall the 2009 Super Bowl ad when Jack was hit by a bus, and his accident took on a life of its own online, where fans participated by posting get well videos and sharing conspiracy theories. Since Jack awoke from his coma last year, he has Tweeted and sent Facebook updates out to his loyal fans every single day and his fan base continues to grow.