For a lot of people, White Castle is the only burger restaurant that matters. If you’re curious about how obsessed the chain’s fans – known as Cravers – can get, check out this guy eating thirty Sliders in thirty minutes. He’s one of a small army of Cravers who has video evidence of their love affair with the burger that started it all – and uploaded that evidence.
Since we launched the Craver Nation campaign, the White Castle army has gotten louder and more creative. Craver Nation is a new kind of loyalty program. It targets the self-defined Craver communities that are already out there — there are a lot of them — and then expands the reach of those communities across the social media landscape. The Craver Nation discussion is sometimes a little strange, as you can see by this pop-art tribute to the White Castle Slider. But it is a great example of engagement across multiple platforms!
An essential part of the brand experience is exclusivity since not everyone is a Craver. So we created an exclusive community and used White Castle’s already strong sense of belonging to fuel conversations around the passion that connects to the White Castle brand.
Craver Nation’s mission is simple: to be where Cravers are – whether that is social, digital, broadcast television, radio, or mobile device – and to serve as a platform for conversing and engaging with the White Castle brand.
And yes, we at Zimmerman are definitely members of Craver Nation. You can check out one of Zimmerman’s InfuZion interns singing about her love for White Castle sliders here.
Are you a Craver? What do you crave?
It’s my blog, but your voice. I want to hear from you.