Jack in the Box is a popular fast casual chain that is debuting the release of its new Brewhouse Burger with augmented reality. The campaign encouraged those sampling the new menu dish to first place a pair of virtual reality goggles on to be submersed in the atmosphere of a brewery where the burger takes its flavor inspiration from.
The campaign encourages eaters to wear the virtual reality headsets prior to sampling the Brewhouse Burger in order to be immersed in a brewhouse atmosphere. Viewers witness a busy brewery where they are seated at the bar being served beverages by the bartender till Jack from Jack in the Box comes to deliver the burger. Then eaters remove the headsets to sample the Brewhouse Burger located in front of them.
The addition of virtual reality as a preemptive experiential dining element puts consumers in the mindset of understanding the inspiration behind the burger.