Columbus, Ohio-based fast-food restaurant chain White Castle has always had avid fans—the kind who would spend 45 minutes watching a Facebook Live stream about chicken rings.
If you didn’t make it all the way through the above, watch this condensed version of the mocvertisement:
According to Ad Age, hosts Heather and Janelle responded in real-time to comments from viewers on Facebook while White Castle’s page sent out prize notifications in the feed. In all, the stream drew more than 50,000 viewers.
When you’ve got golden and greasy deep-fried chicken rings to sell, you have to come up with a twist, and pretending that White Castle’s chicken rings are valuable like jewelry is a twist.
White Castle consolidated its creative AOR with Merkley+Partners last January.
For contrast with the above content, here’s the beef, cheese and bun straight shot on Instagram:
In other content news, White Castle began publishing its own internal employee magazine circa November 1925 (it was originally named The Hot Hamburger). The bulk of the material was contributed by company personnel and consisted mostly of letters and photographs of workers, promotional announcements, 25-year milestones, retirements, and similar items of interest arranged by geographic area. The White Castle Official House Organ was published quarterly at least through the early 1980s, and at some point was renamed The Slider Times.
On January 14, 2014, Time Magazine labeled the White Castle slider the most influential burger of all time.