When Jack in the Box® was searching for a way to increase brand awareness in a relatively untapped market, it looked to its experiential agency for a solution. On June 7, we rolled out a badass food truck capable of distributing tens of thousands of free burgers to the Southeast.

On Thursday, June 7, the BT team was on-site at Riverfront Park in Nashville to unveil The Jack Burger Truck at opening day of the CMA Music Festival and Fan Fair.

Over four days, 8,000 people lined up to lay their hands on a full-size sample of the menu classic, the Jumbo Jack®. By the end of the festival, 10,000 Jack in the Box® coupons and 12,000 commemorative CMA Festival and Fan Fair backpacks were distributed to burger-loving country music fans and The Jack Burger Truck helped raise over $4,100 for the Keep the Music Playing program, which benefits music education programs in the U.S.

After a seven-week stay in Nashville, the vehicle will continue with its six-month tour of the Southeast and make appearances at some of the region’s most popular, energetic and fun events, festivals, concerts, races and parades (i.e. LSU football games, the Van’s Warped Tour, the CMA Awards, Charlotte Motor Speedway races and even appear as a ‘float’ in the Baton Rouge Halloween Parade).

With stops scheduled in Charlotte, Greenville and Baton Rouge, The Jack Burger Truck will cook up and hand out 50,000 burgers by the conclusion of the tour.

The Jack Burger Truck joins Jack’s Munchie Mobile, also launched and managed by Beyond Traditional, in the mission of bringing savory Jack in the Box® menu items to the masses. Jack’s Munchie Mobile was introduced in April 2011 and operates under a vending role in the Greater San Diego Area. The Jack Burger Truck will exclusively serve free Jumbo Jack® burgers with cheese and will operate only in the Southeast.

For more information about The Jack Burger Truck and to find out where it will be next, visit www.facebook.com/MunchieMobile or follow the truck on Twitter – @MunchieMobile.