Recognizing that White Castle’s cult following will go to extremes for that original taste, we positioned the brand as such – when the crave calls, you must heed. We leveraged White Castle’s online popularity and designed a kitschy micro site that embraces the authenticity, irreverence and whimsical nature of the brand. Four months after the launch, new visitors increased by 87 percent and the online coupon reached more than 27,000 consumers.
