white castle
facebook app
White Castle tasked Northlich with creating a campaign to generate excitement throughout Craver Nation over the launch of the new Bacon Cheddar Slider, Bacon Ranch Slider and Loaded Fries with bacon, cheese and ranch.
To support the three new products, we had two objectives: create awareness of the new bacon products and generate product sales. Leveraging the common ingredient and the consumers’ love of bacon, Northlich created the tagline “Better with Bacon” and showcased various situations and items that would absolutely be “Better with Bacon.”
To allow Cravers to actually engage with the campaign messaging rather than simply view it, Northlich developed a “Like-Gated” interactive Facebook application that would marry the target’s love for bacon with the brand’s desire for new product exposure. Within the “Better with Bacon” Facebook application, Cravers were encouraged to upload an image of anything that would be “Better with Bacon.” The user was then able to add a “Better with Bacon” line. After users finished creating their own “Better with Bacon” ad they were able to add it to the gallery, share it with friends and were served a coupon for a free Bacon Cheddar Slider or Bacon Ranch Slider.
To drive users to the tab and initiate new Cravers, Northlich utilized Facebook status updates and incorporated a Facebook ad buy. In addition, Twitter updates spread the word. Outside the social media space, email marketing, search and the “promotions page” on whitecastle.com drove traffic to the Facebook tab and created awareness for the new products. This approach enabled Northlich to develop a campaign that created a mind-blowing online brand experience while encouraging brand advocacy and world peace through the sharing of bacon creations.
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