The Crave is Calling campaign extends the brand experience and leverages its cult status by embracing the authenticity, irreverence, and kitschy nature of the White Castle brand. The brand's famous hamburgers are virtualized using popular technology and media like YouTube, iTunes, Google Maps, and online games, with a design that easily lends itself to future customization and additions.
"White Castle is a cult brand with a tremendous amount of online brand advocates, which is a very high-engagement community," says Mark Willis, vice president and general manager of the company that designed the site, Northlich. "This new site brings the fast-food brand into the discussions that are already happening out there and engages these brand advocates in authentic, meaningful. and remarkable ways."
White Castle named Northlich as its digital agency of record in 2007 to maximize opportunities with social media and build relationships with online brand advocates. The company has been the most significant digital win for Northlich since it acquired Interactive Ink, a digital communications agency based in Columbus, a year ago. In addition to CraveIsCalling.com, Northlich also handles social media optimization, search engine optimization, analytics, and e-mail marketing.