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The San Diego Union-Tribune: Jack in the Box has used a variety of media to continue the "drama" of its fictitious mascot, who was depicted as being hit by a bus during the Super Bowl. Updates and ads kept customers apprised of his "condition," via social media service Twitter and a dedicated Web site.
 
The company said that creating a viral marketing campaign helped it connect to its core demographic and its videos at HangInThereJack.com and YouTube have been viewed more than 4 million times.
 
But advertising professionals differ on the campaign's effectiveness, from questioning the business sense of the morbid story line to praising it for increasing word of mouth.
 

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